Truly Integrated Awareness Campaigns

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Slideshow for Cause2Mkt Presentation - Truly Integrated Awareness Campaigns, October 2010

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Truly Integrated Awareness Campaigns

  1. 1. Truly Integrated Awareness Campaigns Meghann Comerford & Farah Ng, The Centre for Addiction and Mental Health (CAMH) Foundation
  2. 2. Who, What, Where, Why?!?! Who? CAMH What? Awareness Where? Queen, College & Ontario Why? Redevelopment
  3. 3. How many of you know that CAMH is a hospital?
  4. 4. The secret’s out: CAMH is a hospital.
  5. 5. How many of you know that CAMH is undergoing a redevelopment?
  6. 6. Why we did it • Out of market for a year • People still did not know what CAMH was • People didn’t know what was happening at CAMH
  7. 7. People didn’t always want to know.
  8. 8. Spring Awareness Campaign Toronto’s Most Life-Changing Address Objective • Create more engagement & understanding of how CAMH is changing the way we care for people •Leverage this into gifts for the redevelopment Target Audience Primary: •Adults 35+ in GTA •$75,000+ household income •University &/or college educated Secondary: •Local Queen St. West community
  9. 9. How was it rolled out? • March 22 – May 26 • Teaser: March 22 – April 5 – Transit shelter, radio – Hoarding – Model Suite • Groundbreaking Event: April 6 • Reveal: April 6 – May 26 – Queen St. Site Hoarding – Transit shelters, PATH, subway – Newspaper – Magazines – Radio – Web
  10. 10. Did you see it? Transit Shelter Ads Print Ads
  11. 11. Did you visit? Model Suite Mock Client Room
  12. 12. Did you hear?
  13. 13. Did you click? Banner Ads Website
  14. 14. Did you respond? @benjaminboles: Digging the CAMH parody of condo ads
  15. 15. What we were saying • CAMH is the largest hospital in North America for mental illness and addiction • We’re building a new kind of hospital • Being part of the community is part of the treatment
  16. 16. What happened? •Awareness increased •People started talking
  17. 17. What were they saying? @Solangedv: Great concept! That original building didn't look welcoming at all! @BlackJetInc: CAMH plays the real estate game. Love the potential for Ossington area.
  18. 18. What did we learn? • People like human stories. • Be proactive on social media. • Monitor and capture chatter.
  19. 19. Sure, CAMH is a hospital. But what does it do?
  20. 20. What now? • It Affects Us All • Show what CAMH does – and its importance
  21. 21. Thank you!
  22. 22. Join the conversation! • Twitter http://www.twitter.com/endstigma • Facebook End Stigma – Centre for Addiction and Mental Health Foundation

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