The five hospital foundations of the hospitals that are part of Brightshores Health System have aligned their branding.
A media release from Brightshores shares that the hospital foundations in South Bruce Peninsula, Markdale, Meaford, Owen Sound and Saugeen Shores will all share Brightshores branding in order to "better reflect the mutual commitment to enhance healthcare for the people of Grey and Bruce counties," the release stated.
Reuben McCallum, Executive Director of Centre Grey Health Services Foundation in Markdale, says this will help with communication to the public.
"So streamline communications and how we work together, and how we partner with Brightshores. So we thought that a united brand would help draw that line much clearer than it existed," McCallum explained.
"This marks a significant milestone for healthcare in our region," added Ann Ford, President and CEO of Brightshores Health System. "The hospital is dedicated to providing excellent care for patients and families, while the foundations play an important role in fundraising to support that care. By aligning our efforts under a shared identity, we can better meet the local healthcare needs of our communities and improve access to specialized services that benefit everyone we serve in Grey Bruce."
McCallum stresses, though, that this does not mean the foundations are amalgamating.
"This is not an amalgamation of the foundations. Each foundation will remain as it is today. The visual identity is changing, but it's still going to be each foundation with its own staff and board of directors, and its own legal identity," he said.
The branding alignment, which will take effect on April 1, will help the the Foundation Council work more closely and harmoniously. The Foundation Council is made up of the five hospital foundation chairs, who all meet and discuss the planning that goes into fundraising to enhance the hospital sites and the care they deliver.
"So finding the ways that we can work together on large-ticket regional items has been really helpful. Having this foundation council helps us communicate with the hospitals, because the hospitals set the priorities and the equipment needs, and the foundations work to raise the funds to support that," said McCallum.
"Our new aligned identity isn’t just about a logo – it’s about what we stand for," added Anne Robertson, Interim Chair of the Foundation Council, speaking on behalf of the five foundations that support Brightshores Health System. "Each of our foundations has a strong presence in our local communities, and we will continue with this focus. It is with this same focus that we have structured our rebranding as a phased in, 3 month roll out that will take effect April 1,2026. The foundations and our volunteer boards recognize that we can do more for our hospitals and for healthcare across Grey Bruce by working more closely together. This initiative is about better serving patients and donors by strengthening our ability to meet both local and regional healthcare needs."
McCallum notes that the province is the main funding source for hospitals, but that is more so in regards to the actual bricks and mortar and operational funding. New equipment and expansion of services typically falls on the hospital foundations to bring in funding for. He adds it's very important that people realize that, and this branding alignment will help emphasize that to everyone.
"Our goal essentially is to purchase equipment that is not otherwise funded by the government or other revenue streams. Replacement equipment and equipment needs, new technology, that is left to the hospital and the community and that's what we do," he concluded.
In step with Brightshores Health System and in unison with the each other, the five foundations will adopt an aligned brand identity and will, after April 1, 2026, be known as:
• Brightshores Health System Bruce Peninsula Hospitals Foundation
• Brightshores Health System Markdale Hospital Foundation
• Brightshores Health System Meaford Hospital Foundation
• Brightshores Health System Owen Sound Foundation
• Brightshores Health System Saugeen Shores Hospital Foundation
