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HINTRODUCTORY NOTE STRATEGIC HEALTHCARE
Ashwin Kutty, BSc., MBA, IMM, EMMPresident & CEO, WeUsThem Inc.E: T: W:
Faten Alshazly, BSc., MAChief Creative Officer, WeUsThem Inc.E: T: W:
Healthcare at its core is about people caring for people. Breast Cancer Action is the true epitome of this concept. A first person, lived experience organization, caring for others that either have been diagnosed, are caring for people with Breast Cancer or those simply looking for information, Breast Cancer Action is a one stop shop.
Championed by a strong board, Breast Cancer Action spoke to our core value of true engagement. Three years out of date, they were looking to enhance their online profile and provide for advertising that was unique and to the target demographics that most ignored. This forward thinking organization, was focussed on the traditional demographic for Breast Cancer, such as middle aged or older women, but had now made the conscious decision to target a younger female demographic for both preventative care and support as well as to a male demographic that has a lower prevalence with this disease.
We were honoured to have partnered with Breast Cancer Action in this endeavour and it was quite humbling to launch their new products at their illustrious Annual Pink Gala.
OUR RECENT HONOURS STRATEGIC HEALTHCARE
BUSINESS PERSON OF THE YEAR2014
20132014
2012
2011
2014
20112013
Faten Alshazly
WeUsThem
Ashwin Kutty
Canadian Progress ClubProgress Women of Excellence Awards
EXCELLENCE IN SERVICE DELIVERY
GTEC
NEXT GENERATION LEADERSHIP AWARD
GTEC
Canada’s Executive Leadership
The Peter Brojde Foundation &
INNOVATION & CARE DELIVERY AWARD
Mental Health Commission of Canada
Community Capacity Award
HEALTH AND WELLNESSMEANINGFUL INVOLVEMENT OF CONSUMERS AWARD
INNOVATION A W A R D
CHRISTOPHER J. COULTER AWARD & ALUMNUS ACHIEVEMENT AWARD
SAMPLING OF CLIENT PARTNERS STRATEGIC HEALTHCARE
TABLE OF CONTENTS STRATEGIC HEALTHCARE
T CO
ADVERTISING
APPRECIATION
SOCIAL ENGAGEMENT
VIRTUAL HOME
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12
14
9
DVERTISING
Breast Cancer Action looked to us to provide unique adverts that would play across media channels, print, social & web that stood out from the other Breast Cancer organizations while quickly speaking to their core value and mission.
BEFORE
BEFORE & AFTER
2
ADVERTISING
AFTER
fb.com/bcans.hrm
@BCANSBedford
bcans.ca
3
ADVERTISING
One key aspect that is unique to Breast Cancer Action is the lived experience perspective brought to bear to those looking for support, care & information. This separates them from the other organizations that are primarily research based or are foundations raising monies for supporting secondary & tertiary organizations.
Getting straight to the point with their brand colours, this spot played with the notion of “Been there, Done that, Got the T-shirt” speaking directly to the unique lived experience proposition of the Breast Cancer Action membership.
BEEN THERE
fb.com/[email protected]
4
ADVERTISING
We are so inundated with infographics these days and with statistics that speak to the 1 in 4 for Breast Cancer, as well those that are prevalent in various geographic, age and gender based, we wanted to put the focus back on the people.
A fundraising organization may certainly look to providing staggering numbers to represent the devastation felt by this disease to our community, but this organization wanted to primarily focus on the people and in more specific terms, the person.
It truly is about the people, NOT the numbers.
N o v a S c o t i aIT’S ABOUT THE PEOPLE, NOT THE NUMBERS
BREASTCANCERACTION
NO MORE NUMBERS
fb.com/[email protected]
5
The colour pink has become synonymous with Breast Cancer through the marketing of the same globally. In addition, as children we also have gender based colour associations, which feed into our biases as we grow up.
As males & Breast Cancer would not necessarily relate, we chose to use the colour pink on the bias we have been so conditioned on in a mechanism that would balance the messaging while highlighting the cause.
Targeting males is yet another unique position Breast Cancer Action has taken and is making a concerted effort to target and support this underserved demographic.
ADVERTISINGBLUE VS. PINK
fb.com/[email protected]
6
is loose atTHE PANTHER BCANS
We are artists, not just designers. We go the extra mile to make our clients stand out from the rest. Using hand drawn illustrations, this unique advert stands out from the traditional design based approaches employed by most.
We used the Panther Support Group as an inspiration for this concept by bringing in Pink Panther and depicting what the intimate support groups look like.
Representing a wide demographic from various ethnicities, to males & females, to various age ranges and to people in various stages of their treatment, this one illustration drove home the reach Breast Cancer Action has and wants to grow in the community.
ADVERTISINGTHE PANTHER
fb.com/[email protected]
7
Playing on the organizations name, Breast Cancer Action, this advert was a Call to Action. No hidden subtle messages, just a direct call.
Using any of the potential actions:
j Donate to Breast Cancer Action.
j Volunteer at Breast Cancer Action
j Learn from Breast Cancer Action
j Share from Breast Cancer Action
ADVERTISING
HA
RE
ONATE
This call to action, identified 4 different but unique first contact engagement mechanisms with Breast Cancer Action. It quickly identifies how one can play a role in their engagement with the organization without much need to elaborate on each.
“Finally the call to action speaks to any action as a choice” available to all, as opposed to a direct fundraising, volunteering, knowledge dissemination or knowledge sharing call that one may expect.
TAKE ACTION
fb.com/[email protected]
8
IRTUAL HOME
MULTIPLE DEVICES
Breast Cancer Action had a virtual home that was not representative of its unique offering to the community. In addition it was over three years out of date and did not include some of the more recent technical advances one could hope for in a virtual home. Their previous web presence was hampering their capabilities and not supporting theirs or the communities needs.
As we took the development of their virtual home on, we first brought to bear a Content Management System (CMS) that would be easily usable and trainable for their content experts.
We then went on to add some key components in addition to their informational sources, some of which is listed below:
j Main landing visuals with sliders for upcoming news, events, happenings on the home page.
j Storytelling videos of Breast Cancer Action members that speak to their experiences, integrated with their YouTube channel.
j Additional social integration with Twitter & Facebook, along with social sharing for content traction.
BCANS.CA
10
VIRTUAL HOME
j Event Management capabilities representing the various sessions, events & major engagements that are easily accessed, read & signed up for participation.
j Blogging capabilities integrated within the website to provide for ongoing sharing of knowledge with the community.
j Shopping capabilities for literature as well as promotional items from Breast Cancer Action.
j Integration of their fund development platform.
j Easy contact forms feeding directly to corporate email addresses per requests.
and so much more ...
As we launched the virtual home at their Pink Gala, we were approached by the attending dignitaries as well as the membership congratulating & thanking us for the work we had done. One of our recent clients in the Arts approached us during this event to work with his organization this past year; a true testament to the quality of work we produce.
11
PPRECIATION
THANK YOU CARD APPRECIATION
Post the Pink Gala, Breast Cancer Action approached us to design & print appreciation cards to be sent globally for the support they had received.
We agreed to use this as a mechanism to further drive the messaging through the adverts on both sides of the card.
Over 250 cards made its way to homes, offices & individuals in appreciation of their support.
13
OCIAL ENGAGEMENT
As part of the revamp of the virtual home, we took on designing the social engagement of the organization. From the use of the social channels, to increasing its reach, to promoting them through our channels, to designing their presence in a fashion that was identifiable to their new look to integrating it within the virtual home, we managed to bring forward a social strategy that will further their need to keep engaged with the community.
FACEBOOK, TWITTER SOCIAL ENGAGEMENT
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T @WeUsThemIncW weusthem.com
L linkedin.com/company/weusthemY youtube.com/weustheminc
F fb.com/weusthemincE [email protected]
