---
title: "Access Health: Healthcare Advocacy Campaign | Gene"
description: "Healthcare advocacy campaign case study: how Gene built ACCESS 2022 for Access Health, using Marshall Ganz's Public Narrative framework to rally Canadians behind a reimagined healthcare system through grassroots storytelling."
image: https://geneworldwide.com/hubfs/gene-migration/assets/uploads/2024/06/Infoway-768x422.png
---

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Case study

# Access Health

ACCESS 2022. A grassroots rally cry, built on Marshall Ganz’s Public Narrative framework, that united Canadians behind a reimagined healthcare system.

IndustryHealthcare Policy & AdvocacyServicesPublic Narrative Strategy, Grassroots Campaign Creative, Advocacy Campaign

<iframe title="Access Health: ACCESS 2022" src="https://player.vimeo.com/video/564409442?dnt=1&amp;app_id=122963&amp;title=0&amp;byline=0&amp;portrait=0&amp;autoplay=1&amp;muted=1&amp;loop=1" style="position:absolute;inset:0;width:100%;height:100%;border:0;" allow="autoplay; fullscreen; picture-in-picture; clipboard-write; encrypted-media" referrerpolicy="strict-origin-when-cross-origin"></iframe>

01 Strategy

## A healthcare system Canadians had stopped believing could change.

Canada’s health system was lagging behind the everyday digital experiences people had come to expect elsewhere, and the resulting frustration called for more than another government initiative.

The opportunity was to reignite hope and turn frustration into collective action, uniting Canadians under a shared vision of a modernized healthcare system.

02 Identity

## A movement built to feel like a campaign, not a memo.

ACCESS 2022.

03 Messaging

## A movement, told through the people living it.

Compelling storytelling and a clear call to action invited Canadians to share their own healthcare stories, building urgency and a sense of shared ownership over the outcome.

The campaign ran across earned media, published op-eds and byline articles, broadcast interviews, and paid social and video, reinforcing one consistent narrative everywhere it appeared.

04 Activation

## A new benchmark for public health campaigns.

ACCESS 2022 mobilized Canadians at a national scale, proving that a personal, community-driven story could move public opinion on healthcare reform.

<iframe title="Access Health: ACCESS 2022" src="https://player.vimeo.com/video/564410510?dnt=1&amp;app_id=122963&amp;title=0&amp;byline=0&amp;portrait=0&amp;autoplay=1&amp;muted=1&amp;loop=1" style="position:absolute;inset:0;width:100%;height:100%;border:0;" allow="autoplay; fullscreen; picture-in-picture; clipboard-write; encrypted-media" referrerpolicy="strict-origin-when-cross-origin"></iframe>

ACCESS 2022

05 Measurement

## Campaign results.

Earned + paid impressions

10.4M

Op-eds, byline articles, and broadcast interviews

Press pickups

205

Stories generating 2.6M impressions

YouTube pre-roll

45%

30-second view-through rate

Digital news impressions

445,920

Across paid digital news placements

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