Sometimes advertising can make a real difference in society. Public service advertising can change attitudes and behaviours over time. And sometimes a marketing and advocacy campaign can add a strong voice to a cause and the volunteers supporting it to influence a government to change its policy to improve lives in tangible ways.
Until an announcement by Québec Health Minister Gaétan Barrette in June 2017, Québec was the only province without a newborn screening program for cystic fibrosis. Early diagnosis for cystic fibrosis through newborn screening allows for immediate intervention and treatment ultimately leading to longer, healthier lives. Cystic Fibrosis Canada had been in ongoing communication with the Government of Québec since 2012 about this issue but there had been no commitment from the Government to act.
It took an integrated program combining mass media advertising, efforts to mobilize Québec's population via social media and public advocacy to finally make newborn screening of cystic fibrosis in Québec a reality. Importantly, it took a message about how Québec families were suffering in order to really engage the community and mobilize Quebeckers to demand change.
A rare disease few people know.
While there are 1,400 CF families in Québec, the disease is not well known and generally gets little attention in the media. The first step was to increase awareness of CF among the general public and, in the process, start seeding the message about the need for a newborn screening program. The very personal and moving stories of three CF families from Québec were captured via testimonial videos which were published on the organization's Facebook page.
The videos generated over 90,000 views and record levels of engagement. These videos were also edited down to :30 versions which were aired on Corus media channels such as Série+ and Historia as well as Radio-Canada - media that was graciously donated by these broadcasters. Outdoor and transit advertising featuring the beautiful faces of two young CF patients was also produced for the Montréal métro and public transit systems across the province with media donated by Bell Media and Imagi.
Over a three month period from December 2016 to February 2017, a relatively unknown disease was getting much attention. And a community of engaged CF families was increasingly determined to build on this momentum to ensure its voice was heard in Québec City by government decision-makers.
An injustice that should be corrected.
Following this general awareness phase, the focus of the communications campaign shifted to the issue of newborn screening and did so with a narrative arguing that the absence of a newborn screening program was an injustice for Québec families that caused undue harm. A fourth testimonial video was created to tell the heartbreaking story of the Jolin family, which has four children, two of whom are suffering from CF. The eldest, Coralie, was diagnosed at the age of four months. Weighing no more than a one-month-old, she was literally fighting for her life. She had to be tube-fed day and night to make up for all the damage caused by her failure to thrive. Her mother Maude put it bluntly: "If we had known from the time she was born, we could have avoided this two-year nightmare."
"Had we known, we could have avoided so much pain." This was the main message conveyed online via videos on social media, on television via Corus media channels and on mall posters across the province.
This second phase of the campaign was amplified through a carefully orchestrated media outreach program that generated significant coverage in Québec's leading publications and major newscasts. Our partners at Matom Communications secured editorial in some of the province's leading publications.
A microsite was created to provide all the necessary information for the media and those wishing to join the movement.
CF voices were heard in Québec City.
As the campaign evolved and the noise level continued to increase, there were signs that representatives from the Ministry of Health were paying attention.
This campaign demonstrates that real change can take place when the right stories are told through the right channels to mobilize a community. And while there is still much to do to control and eventually find a cure for this disease, this decision will make a big difference in the lives of many in Québec.
This was a collective effort and a victory for all of CF Canada and its volunteers. It was a privilege for Headspace Marketing to be involved in this important initiative. We wish to thank Norma Beauchamp, Jennifer Nesbesky and Yannick Brouillette for their leadership as well as their respective teams for their support and collaboration.
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