Industry Canada and Human Resources Development Canada had not conducted a mass media, public awareness campaign in quite some time, so their “brand identity” was virtually non-existent. Internally, they had developed a national strategy for addressing the issues of innovation and learning, two areas which they had identified as demanding substantial support. Both within Canada and abroad, there was a credibility gap on the issue of whether Canada was competitive in world markets, especially in areas of innovation and learning.

We created a national radio campaign to create awareness of the importance of innovation and learning, and ultimately direct listeners to canada.gc.ca for more information. The campaign was to highlight provincial stories; both an innovation “success” story, as well as a provincial story of individual success, coming from someone who had advanced their education or learning skills. We interviewed companies and individuals in ten provinces and territories, drafted rough scripts, conducted radio interviews and produced twenty 60 second radio spots. Follow-up quantitative research showed that these spots were noticed and positively received by an extremely high percentage of the population, creating a significant increase in awareness that the Government of Canada has the resources and tools to help individuals and businesses succeed.

For Focus Strategies and Communications / DDB

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