Strategic Healthcare, BCANS

A S T R AT E G I C HEALTHCARE

A CASE S T UDY BY

E hello@weusthem.com W weusthem.com

INTRODUCTORY NOTE

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STRATEGIC HEALTHCARE

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 Three years out of date, they were looking to enhance their online profile and provide for advertising that was unique and to the target demographics that most ignored.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.

Faten Alshazly, BSc., MA Chief Creative Officer, WeUsThem Inc. E: faten@weusthem.com T: 902.407.8150 W: weusthem.com

Ashwin Kutty, BSc., MBA, IMM, EMM President & CEO, WeUsThem Inc. E: ashwin@weusthem.com T: 902.407.8150 W: weusthem.com

OUR RECENT HONOURS Faten Alshazly 2014 2013

STRATEGIC HEALTHCARE Ashwin Kutty 2014

Canadian Progress Club

BUSINESS PERSON OF THE YEAR

The Peter Brojde Foundation &

Progress Women of Excellence Awards

Canada’s Executive Leadership

2011

INNOVATION AWARD

2013

CHRISTOPHER J. COULTER AWARD & ALUMNUS ACHIEVEMENT AWARD

WeUsThem

GTEC

EXCELLENCE IN SERVICE DELIVERY

INNOVATION & CARE DELIVERY AWARD

2012 Mental Health Commission of Canada Community Capacity Award

2014

GTEC

NEXT GENERATION LEADERSHIP AWARD

2011 HEALTH AND WELLNESS

MEANINGFUL INVOLVEMENT OF CONSUMERS AWARD

SAMPLING OF CLIENT PARTNERS

STRATEGIC HEALTHCARE

TABLE OF CONTENTS

STRATEGIC HEALTHCARE

ADVERTISING 1

VIRTUAL HOME 9

APPRECIATION 12

SOCIAL ENGAGEMENT 14

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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 & AFTER

BEFORE 2

ADVERTISING

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ns.c

a @BC

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Bed ford fb.c

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/bc

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AFTER 3

BEEN THERE

ADVERTISING

bcans.ca

@BCANSBedford

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.

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fb.com/bcans.hrm

NO MORE NUMBERS

ADVERTISING

BREAST CANCER ACTION Nova Scotia IT’S ABOUT THE PEOPLE, NOT THE NUMBERS

bcans.ca

@BCANSBedford

fb.com/bcans.hrm

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.

5

BLUE VS. PINK

bcans.ca

ADVERTISING

@BCANSBedford

fb.com/bcans.hrm

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.

6

THE PANTHER

ADVERTISING

THE PANTHER is loose at BCANS

bcans.ca

@BCANSBedford

fb.com/bcans.hrm

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.

7

ADVERTISING

ONATE

bcans.ca

@BCANSBedford

fb.com/bcans.hrm

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: jj Donate to Breast Cancer Action. jj Volunteer at Breast Cancer Action jj Learn from Breast Cancer Action jj Share from Breast Cancer Action

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HARE

TAKE ACTION

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.

IRTUAL HOME

MULTIPLE DEVICES

BCANS.CA 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.

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We then went on to add some key components in addition to their informational sources, some of which is listed below: jj Main landing visuals with sliders for upcoming news, events, happenings on the home page. jj Storytelling videos of Breast Cancer Action members that speak to their experiences, integrated with their YouTube channel. jj Additional social integration with Twitter & Facebook, along with social sharing for content traction.

VIRTUAL HOME

jj Event Management capabilities representing the various sessions, events & major engagements that are easily accessed, read & signed up for participation.

jj Easy contact forms feeding directly to corporate email addresses per requests.

jj Blogging capabilities integrated within the website to provide for ongoing sharing of knowledge with the community.

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.

jj Shopping capabilities for literature as well as promotional items from Breast Cancer Action. jj Integration of their fund development platform.

and so much more ...

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

FACEBOOK, TWITTER

SOCIAL 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.

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