In 2017, Headspace Marketing embarked on an advocacy campaign for Cystic Fibrosis Canada in Québec. The objective was clear and critical: to address the absence of a newborn screening program for cystic fibrosis (CF) in the province. Québec was, at that time, the only province in Canada without such a program, a notable gap given the importance of early diagnosis in managing CF.
The campaign strategy was multifaceted, targeting awareness and action. The initial phase involved raising public awareness about CF, a condition that, despite affecting 1,400 families in Québec, had limited visibility. To achieve this, Headspace Marketing utilized a blend of social media and traditional media outlets. Personal stories of families affected by CF were captured and shared through testimonial videos. These were disseminated via the organization’s Facebook page, achieving over 90,000 views and high engagement levels. Further, 30-second edits of these videos were broadcast on Corus media channels like Série+ and Historia, as well as on Radio-Canada. Outdoor and transit advertising complemented these efforts, with media space donated by Bell Media and Imagi.
The second phase of the campaign sharpened the focus on the specific issue of newborn screening. It posited the lack of such a program as a tangible injustice to Québec families, exemplified by the case of the Jolin family, whose experiences underscored the consequences of delayed CF diagnosis. The campaign’s messaging was disseminated through a mix of online videos, television spots, and mall posters.
In parallel, a media outreach program was conducted, targeting Québec's leading publications and major newscasts, resulting in significant coverage. A microsite was also created to centralize information and facilitate community involvement.
The campaign's impact was measurable and significant. It not only raised awareness but also influenced public opinion and policy. This culminated in a response from the Ministry of Health, leading to the implementation of a newborn screening program for CF in Québec.
This campaign effectively combined emotional storytelling with strategic media placement to raise awareness and drive policy change. It stands as an example of how targeted marketing efforts can achieve specific advocacy goals, leading to concrete outcomes in public health policy.
