Access 2022
The Canadian health system has been lagging in adopting innovative solutions that people readily experience in other areas of their lives. This gap has led to increasing frustration among Canadians, who encounter inefficiencies and outdated practices throughout their healthcare journeys. It became clear that a transformative approach was needed to reignite hope and drive collective action towards a better healthcare future.
The Idea
To address this challenge, we embraced Marshall Ganz’s framework of The Public Narrative to create a powerful grassroots movement. Our goal was to inspire a nationwide rally cry, uniting Canadians under a shared vision of a reimagined healthcare system through ACCESS 2022. We designed an anthemic campaign that felt more like a grassroots movement than a government-funded initiative. By positioning it as a political campaign, we empowered individuals to become part of the message and take action within their local communities.
The campaign came to life with compelling storytelling, engaging visuals, and a clear call to action. We encouraged Canadians to share their personal healthcare stories, creating a sense of urgency and collective responsibility. This approach ensured that the campaign resonated deeply with its audience, fostering a sense of ownership and participation.
The Impact
The ACCESS 2022 campaign achieved remarkable results, demonstrating the power of grassroots mobilization in driving healthcare reform. The campaign garnered 10,400,000 earned and paid impressions through published opinion editorials, byline articles, and broadcast interviews. A total of 205 stories were published as a result of press release pickups, generating 2,600,000 impressions.
On social media, the campaign achieved 386,209 Facebook Ad impressions and 501,911 YouTube Pre-Roll Ad impressions. The ACCESS 2022 video achieved a 30-second view-through rate of 45%, an unprecedented success for YouTube Pre-Roll views. Additionally, the campaign generated 445,920 impressions on digital news ads.
By creating a movement that felt deeply personal and community-driven, ACCESS 2022 successfully mobilized Canadians to advocate for a modernized healthcare system, setting a new benchmark for public health campaigns.
