Brand identity, website, and campaign strategy to raise awareness in Central Alberta.

People in our city are suffering. Over the past 10 years, we’ve had one fifth of the per capita healthcare infrastructure spending compared to all the other zones. SHECA (Society for Healthcare Expansion in Central Alberta) recognized this problem and formed a society to call out the government and take action.

SHECA, originally named the Society for Fair and Transparent Health Funding to Central Alberta, sought out our strategic skills to bring public and government awareness to the dire need to expand the Red Deer Regional Hospital. Even here at Reaction, we know about the long wait times and overcapacity at the hospital, but just like the general public, didn’t understand why it was happening and how to help.

CONTENT FOR A CAUSE

After deiving deep into their cause, our strategists knew that this society had a powerful message that just needed to reach and resonate with Central Albertans. Our recommendations can be divided into three categories:

BE MEMORABLE

As Donald Miller says, “Create a clear and compelling message that will spread like wildfire.” We recommended changing to a name that can be easily remembered and abbreviated - hence SHECA. A need for a memorable statement that can be used for posters, rallies, and even by politicians led us to “DEMAND CARE”. We accompanied this campaign with eye-catching, dramatic imagery that evokes concern to be used throughout their website and social channels. By using black and white visuals with isolated red elements, we were able to visually highlights the alarming situation in Central Alberta.

SHECA

Create Action

SHECA

Evoking the desire to get involved with digestible, inspirational content.

Let’s #DemandCare is the tagline for the “Get Involved” page on the campaign’s website. We lowered the barrier to get involved by outlining different actions they can take to make an impact and highlighting the time commitment for each, starting with an option that only takes 1-2 minutes. On their website, the press, public, and politicians can easily access the information and assets they need to help spread the message and stories of the society.

Create Action

Evoking the desire to get involved with digestible, inspirational content.

Let’s #DemandCare is the tagline for the “Get Involved” page on the campaign’s website. We lowered the barrier to get involved by outlining different actions they can take to make an impact and highlighting the time commitment for each, starting with an option that only takes 1-2 minutes. On their website, the press, public, and politicians can easily access the information and assets they need to help spread the message and stories of the society.

SHECA

MAKE A CONNECTION

Emotional marketing is powerful and as SHECA’s mission is an impassioned one, it was important to illustrate the problem in a way that connects with the audience. We did this by turning specific stats that most citizens could relate to into captivating visuals. We used “Lives that could have been saved” as a metric in place of percentages, and created messaging that explains how each of their target audiences (the public/politicians) could be impacted if this expansion doesn’t happen. Stories have been proven to be more memorable than stats so we emphasized the importance of using storytelling to connect to the audience and to then provide the facts to back it up.

SHECA

THE RESULT

SHECA is now equipped with a campaign website that is driving people to follow them on social and get involved. They have brand visuals that are being reposted throughout the digital space and that they are now turning into T-shirts and additional marketing materials. The hospital expansion was brought up during the 2019 Provincial elections, their messaging is appearing throughout highly shared news articles, and a #DemandCare rally is brewing.

SHECA
SHECA
SHECA

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