Press Release
Image is Everything
Surpasses all expectations

Wildly successful MRI campaign now complete,
reaching past its $5 million goal

February 24, 2012 —The Rouge Valley Health System Foundation is excited to announce that thanks to the tremendous support of the west Durham community, the Image is Everything campaign that brought the first MRI to Rouge Valley Ajax and Pickering hospital has exceeded its fundraising target, closing the campaign with a grand total of more than $5.3 million.

“There was never any doubt in my mind, or of anyone on our campaign cabinet, that we would reach our goal of $5 million to make the MRI a reality” says Lucy Stocco, Chair of the Image is Everything campaign. “I still find it hard to fully express how happy and satisfied a feeling it was, when that machine was delivered to the hospital in front of hundreds of cheering people, last August. But now I’m overwhelmed again as we reach the day that the fundraising is complete and we see that all of the hard work has surpassed what we thought was a pretty large goal when we first started. It’s really an amazing feeling and I can’t thank enough the many volunteers who were critical to making this project possible.”

The campaign journey, which had its start in the playground of Lincoln Avenue Public School in Ajax, began with a simple, yet generous $300 donation from the school’s basketball teams, raised through a bake sale. The news quickly caught the imagination of many people who care about not having to leave their own community and hospital to receive the best possible health care. Since then, over the course of the past 20 months, the campaign has inspired countless individuals, businesses, community events, fundraisers and service club gifts from across Durham Region.

This infectious community support led to several lead donors pledging significant financial support to Image is Everything, including: the City of Pickering Mayor's Gala; Ontario Power Generation; City of Pickering; Town of Ajax; Ellesmere X-Ray Associates; Auxiliary to Rouge Valley Ajax & Pickering hospital; and most recently, the Regional Municipality of Durham.

“Since the MRI was installed and first put into operation at the end of September, we have performed more than 1,400 scans,” says Dr. Mark Prieditis, a radiologist at Rouge Valley Health System who is a member of the Image is Everything campaign Cabinet, as well as an RVHS Foundation Board Member. “For me, image is everything every day when I am looking at patient diagnostic scans. And with this piece of equipment we will be able to diagnose the patients in our community accurately, with the most up-to-date equipment, within expected wait times, close to home.”

Rouge Valley Health System Foundation — Enhancing Care in Our Community

The Rouge Valley Health System Foundation’s mission is to partner with the community to invest in superior health care at Rouge Valley Health System. The Foundation raises funds to support the purchase of leading-edge medical equipment and support major capital expansion projects.

Contact
Dave Stell
Communications Specialist
Rouge Valley Health System Foundation
Cell: (905) 626-6950 x4274 or dstell@rougevalley.ca

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To see photos from recent campaign events, click here