Public Affairs

A new standard of health care

Campaign helps major hospital foundation realize its redevelopment goals

After more than a decade stuck in the planning stages for a major hospital redevelopment project, we were engaged by a Metro-Vancouver-based hospital foundation to help them advocate for a final investment decision from the B.C. Government. The aging facility was well overdue for replacement, with successive governments announcing support for the project but with no firm commitment to proceed.

At the time of our mandate, the project business plan was under review by the Province. We helped the Foundation assess the project’s reputation through selective and discreet opinion research with contacts in the Government of British Columbia, the local municipality, business community and labour unions.

Working closely with the Foundation, we developed a communications strategy that included updated project positioning and key messages in alignment with policy priorities of the newly-elected BC NDP government. We managed the development of a creative campaign that re-introduced the project and conditioned the community for a forthcoming investment decision by the Minister of Health. The campaign included a refreshed project narrative, website landing page, four-page brochure, a video featuring voices of key supporters, paid social media, direct government engagement and broad-based community engagement.

Paid digital media generated nearly 600,000 impressions, including over 82,000 engagements by members of the public across Facebook, Twitter and YouTube. The campaign also generated 974,000 earned media impressions. The B.C. Government approved the business plan for the new hospital soon after the campaign concluded, signifying a move towards a new standard of health care for British Columbia.

Campaign helps major hospital foundation realize its redevelopment goals

After more than a decade stuck in the planning stages for a major hospital redevelopment project, we were engaged by a Metro-Vancouver-based hospital foundation to help them advocate for a final investment decision from the B.C. Government. The aging facility was well overdue for replacement, with successive governments announcing support for the project but with no firm commitment to proceed.

At the time of our mandate, the project business plan was under review by the Province. We helped the Foundation assess the project’s reputation through selective and discreet opinion research with contacts in the Government of British Columbia, the local municipality, business community and labour unions.

Working closely with the Foundation, we developed a communications strategy that included updated project positioning and key messages in alignment with policy priorities of the newly-elected BC NDP government. We managed the development of a creative campaign that re-introduced the project and conditioned the community for a forthcoming investment decision by the Minister of Health. The campaign included a refreshed project narrative, website landing page, four-page brochure, a video featuring voices of key supporters, paid social media, direct government engagement and broad-based community engagement.

Paid digital media generated nearly 600,000 impressions, including over 82,000 engagements by members of the public across Facebook, Twitter and YouTube. The campaign also generated 974,000 earned media impressions. The B.C. Government approved the business plan for the new hospital soon after the campaign concluded, signifying a move towards a new standard of health care for British Columbia.

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