Posts Tagged ‘social marketing’

Look smart for Winnipeg Bike to Work Day

Thursday, June 21st, 2012

Helmets through history (Government of Manitoba)

An exagerated voice-over, great sound effects and music come together to make this ad. This launched as part of the Government of Manitoba’s efforts to increase bike helmet usage.

Helmets through history (Government of Manitoba)


Tomorrow is Winnipeg Bike to Work Day. And that’s got us thinking about safety and how to achieve it.

Let’s consider these facts on bike safety:

  • between 2000 and 2004 263 cyclists were killed in Canada in road collisions;
  • approximately 7,500 cyclists suffer serious injuries each year in Canada; and
  • ERs treat 70,000 cycling-related injuries each year.

That’s not just an issue of personal choice – that’s a major public health issue that costs taxpayers.

That’s why we’re so proud of one of our favourite clients, the Manitoba government (okay, you’re all favourites). After a seven-year program that’s provided over 80,000 affordable helmets to Manitoba families, the Manitoba government is making it mandatory for anyone under 18 to wear a helmet while cycling. It’s a great step toward keeping people safe.


Spooky social marketing: how fear works in persuasion

Thursday, October 27th, 2011

Brother (Manitoba Public Insurance)

Brother (developed for Manitoba Public Insurance) is an emotional piece that shows how wearing your seatbelt is not only about your own safety…it is about the well being of all your friends and family.

Severed arms. Blood smeared windows. And organs on tables. We’re not talking Halloween here…we’re talking about social marketing campaigns. Specifically, those sometimes gory, gross and over the top ads that try to change our behaviors – whether it’s about workplace safety, speeding, smoking.

Do they work? Sometimes. But not on everybody…and especially not on the elusive, often targeted, market of young men.

Research shows that they just don’t buy into the gore. Maybe it’s video games; maybe it’s “the superman-complex” that leads them to believe they’re always in control and will never die. Who knows? What we do know is that, while they don’t think about their safety, they sure value the safety of people they love. As a result, the best way to motivate change in their behavior is to tap into that concern.

That’s part of why this ad – for Manitoba Public Insurance – helped motivate those young guys to click in (with their seatbelts that is).

NOW à Paris

Friday, November 26th, 2010

NOW staffers at the IAPC conference in ParisNOW-ers Robb Gibbs, Marie Della Mattia and Ron Johnson attended the International Association of Political Consultants 43rd Annual World Conference in Paris last week. Democracy Medal winner Morgan Tsvangirai, Prime Minister of Zimbabwe delivered the keynote address highlighting the integral role the international community has held in fostering legitimate elections in developing democracies. “Democracy cannot flourish in isolation,” he said.

Speakers also included former White House Communications Director Anita Dunn and former Director of Government Information Service of France Theirry Saussez in a panel discussion on the challenges of communications for governments moderated by our own Marie Della Mattia.

Advisors to the leaders in Britain’s first ever televised leaders’ debates also shared their insights in prepare leaders to this intense scrutiny. At the end of the day, over 53% of the general population said these debates had an impact on who they voted for.

The 44th Annual IAPC World Conference will be held in Istanbul, November 17-20, 2011 so save the dates.

Before you get beat-in

Wednesday, May 19th, 2010

Stay Out of Gangs — English (Government of Manitoba)

'Stay out of gangs' was an ad written and produced for the Government of Manitoba. Focus group tested against other options in Manitoba youth detention centres, it was selected by ex-gang members as the most telling account of what the harsh realities of that life are for youth. This is the English version.

How to talk to young people about risky behaviours? We believe preachy is never effective. Young people in the justice system told us to be frank about the brutal side of gang involvement. Here’s the spot that just took home multiple Summit Creative Awards.

Second helpings

Tuesday, May 18th, 2010

A lot of reasons (Manitoba Health)

This ad by Manitoba Health looks at easy ways to help people reduce their diabetes risk.

Who among us likes to be told how to eat? Nobody likes to hear someone point out our bad choices. But Manitoba Healthy Living took on that tricky assignment when they chose to tackle the problem of diabetes through social marketing.

We think a light tone worked well here, balanced with a frank look at the excuses we all use. Together with an interactive website this spot brought home another social marketing win at the Summit Creative Awards.

Manitoba Signature Award finalists

Thursday, April 22nd, 2010

Our team is pleased as punch to have developed the creative concepts for 2 of the 3 ads being considered at this year’s Signature Awards (in the “over $20K TV” category).

We always enjoy working with the Government of Manitoba’s communication team and we’re glad they are being recognized for the good work they do. “A lot of reasons” and “Stay out of gangs” tackled diabetes prevention and youth at risk of gang involvement. View them in the portfolio and let us know what you think.