Brand Awareness, Marketing Campaign, Media Buy, Digital Strategy
Challenge United Way Centraide Canada needed to launch a multi-million-dollar, nation-wide awareness campaign to promote the expansion of the 211 helpline in the midst of a global pandemic. This expansion marked the first time the 211 service had reached every corner of Canada, and the goal of the campaign was to use clear, simple language to create awareness about the myriad ways the 211 service can support individuals and families in communities across this country.
Our Role Syntax worked as an extension of the UWCC team, developing the 211 national campaign from start to finish, creating and executing a strategic communications and public affairs plan, media outreach strategy, ad-buying campaign, rebranding and influencer package, and Indigenous-specific campaign strategy. At the same time, Syntax also provided full graphic design support and created a sub-strategy to market the campaign in Inuktut in Canada’s Far North.
Impact United Way Centraide Canada dramatically increased its visibility and impact in regions across Canada over the course of the campaign. Awareness of the 211 helpline increased significantly across the country both with UWCC stakeholders, who received regular communications and social media packages, as well as with the general public, with more than 400 articles published mentioning 211.