social marketing
- NOW’s anti-tobacco advertising and communications with the BC government (1997-2001) helped make BC a leader in tobacco prevention communications. NOW’s work with the government was featured in USA Today and The British Medical Journal. Many elements have been adopted by other provinces, Health Canada, the California state government and in Australia. We’re pleased our work contributed to BC being recognized in 2000 with the World Health Organization’s Tobacco Free World Award. We’re even happier that over the course of our work with the government, smoking in BC declined significantly and the province established the lowest smoking rates in the country.
- Manitoba Health’s 2001 Childhood Injury Prevention campaign: NOW’s “Danger House” TV spot generated thousands of requests for information kits – a record number for the ministry.
- Quantitative research conducted following Manitoba Public Insurance’s “Experience” spot (2002) found that the ad scored high as unique, attention-grabbing, leaving a good impression of MPI, and persuading viewers that graduated drivers’ licensing was being introduced for safety reasons. Indeed, the ad’s persuasion indicators were significantly higher than the national advertising average.
- Manitoba Health Links public awareness TV 2004: Health Links (a government phone service providing non-emergency health information) experienced a 200% increase in calls during the campaign.
- Manitoba Public Insurance: A 2006 Transport Canada study shows Manitobans among Canada’s leaders in seat belt use. NOW’s award-winning advertising in support of seat belt use is cited by the corporation as one of the contributing factors in that success.
- Alberta Friends of Medicare 2006: The Friends of Medicare’s TV advertising campaign challenging the Klein government’s intention to expand private and weaken public health care has been cited as a key factor in reversing the government’s decision.
