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The Plan
Due to an alarming spike in Opioid Use Disorder (OUD) in Ontario, the Canadian Addiction Treatment Centre (CATC) approached Sparks to help them develop a media campaign that would centre around building public awareness and focus on:
Community engagement and education for those suffering from opioid addiction.
Attracting new patients into their high-quality integrated addiction treatment program.
The Execution
CATC staff identified two patients who have been able to rebuild their quality of life as a result of the treatment and care received from the CATC programs.
Sparks worked with these individuals to bring their story to life, by photographing them and developing creative material with their images and message. Three separate media campaigns were executed in the identified regions of need which included newspaper print, transit and bus shelter, and radio advertising.
30M
total gross impressions
+
sentiment among staff & community leaders
96
calls for assistance
The Results
With the campaign focusing heavily on broad, mass media outlets (ie. radio, transit, print and OOH placements), performance metrics centred around impressions shared and unique conversion actions (QR code scans and calls tracked). Over the three month duration, the campaign generated a massive 30,137,481 total gross impressions. Within the execution time frame, a total
of 96 calls were placed into the call centre.
In addition, qualitative feedback was observed in the “campaign” locations, showcasing increased support and positive sentiment among centre staff as well as key leaders of each community. The campaign was a resounding success, advocating for help among a growing, vulnerable population within Ontario.