Provincial governments were beginning to take potshots at the feds for what was perceived to be unfair allocation of health care dollars. The government wanted to respond with a strong, positive and informative message that would re-establish their commitment to all Canadians and the Canadian health care system. The timeline for production was very tight, yet the storyboards were focus tested, and I refined the creative during a weekend conference call with the Prime Minister’s Office. We shot the commercial in English and French the following week. It assured viewers that their federal government was working with the provinces to ensure the health of our health care systems, for all Canadians.
 

Creative Direction, Copywriting & Broadcast Production
for Focus Strategies and Communications / DDB