---
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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[ TELUS Health MyCare▲ 36% Virtual care](https://geneworldwide.com/portfolio/mycare/?hsLang=en) [ Fullscript▲ 38% Integrative health platform](https://geneworldwide.com/portfolio/fullscript/?hsLang=en) [ Antidote Health▲ 32% Health plan](https://geneworldwide.com/portfolio/antidote/?hsLang=en) [18 case studiesAll work, with results](https://geneworldwide.com/work/?hsLang=en)
[01 · Pharma, medtech, systems, payersEstablished healthcare**▲ 36%** access perception, TELUS Health MyCare](https://geneworldwide.com/healthcare-brands/?hsLang=en) [02 · Wellness, supplements, CPGConsumer health**▲ 38%** MD consideration, Fullscript](https://geneworldwide.com/consumer-health/?hsLang=en) [03 · Seed to Series AEarly-stage health**▲ 52%** brand awareness, KixCare](https://geneworldwide.com/ventures/?hsLang=en)
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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
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.
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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## Selected case studies.
### [ Antidote Health Disruptive Health Plan Finally. A radical common sense platform crystallizing healthcare coverage and telehealth into one shareable human truth. **▲ 32%**unaided awareness in launch markets](https://geneworldwide.com/portfolio/antidote/?hsLang=en)
### [ Fullscript Integrative Medicine Platform Let’s make healthcare whole. Rebranding an industry-leading clinical dispensing system to win both practitioners and patients. **▲ 38%**brand consideration among MDs](https://geneworldwide.com/portfolio/fullscript/?hsLang=en)
### [ TELUS Health MyCare Virtual Care & Telehealth Care when you need it. Establishing Canada’s leading virtual care service with frictionless access and clinical trust. **▲ 36%**believed MyCare gave them better access to care](https://geneworldwide.com/portfolio/mycare/?hsLang=en)
### [ Air Liquide Medical Devices & Respiratory Care Vital breathing support humanized through patient-first commercial storytelling. **▲ 33%**reported sleep apnea consultations](https://geneworldwide.com/portfolio/air-liquide/?hsLang=en)
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