Influenza, proper use of medication, HIV & STIs, second-hand smoke, gambling addiction; all of these are important social issues that need to be addressed carefully.
Different strategies had to be adopted for each campaign to reach the individual social segments that were targeted by them. It was also important to take into consideration the strengths and environments of each platform.
Innovation, integration and flexibility are the key!
The challenge: Taking the government’s public service messages further.
Street polls for radio and TV, 15, 30 and 60 second spots with various experts, « Did you know…?”, web banners and links were all put to good use to make the message relevant for the target audiences.
Synergy at its finest over multiple campaigns; a unique partnership that evolved over time to effectively reach each target wherever they were: in their community, in their home, in their car, at work and on the net.