Imagine A World Without Paramedics
Ambulance Paramedics Of BC
Our Challenge
Our objective was to increase public awareness and support for the Ambulance Paramedics of British Columbia, and ultimately CUPE and public health unions in general. We were able to effectively double the media budget for this client through a partnership with Emergency Dispatchers of BC – CUPE 911.
The Results
Here are the results of our World Without Paramedics campaign after just eight weeks.
Social Media & Google views 11,886,492
YouTube video views 154,568
Website views 69,970
Website visitors 37,983
Social Media clicks / likes / retweets 140,285
Outdoor - Billboard advertising
Moving Billboards
The campaign was featured on Translink buses as well as hundreds of interior cards on Skytrains and buses throughout the area. The ads were also on Skytrain and platform posters in high traffic stations such as Broadway, Granville and Metrotown.
Digital - Social media campaigns
Approximately 12 million views in 8 weeks
These intense 30 second TV ads were boosted on Facebook, Twitter and YouTube pre-roll. They were impossible to miss.
Print - Newspaper Advertising
Full Newspaper Wrap
This was an intense, wrap around the outside of the METRO. Inside, there was a one-page advertorial. We had actors dress as paramedics and hand out the newspapers to passersby at the Skytrain stations.
Outdoor - Billboard advertising
Billboards In BC
The campaign ran throughout the Lower Mainland on dozens of transit shelters and vertical billboards. We had boards at some of the busiest intersections in BC, such as Cambie and Broadway and Patulla Bridge. We also had billboards in Victoria and Kelowna.
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Video - TV advertising
Shock & Awe On Your Television Screen
We reached a province-wide audience through TV. We focused on hockey games and News with a combination of well-placed paid media and pro-bono placement. The TV ads definitely shocked an unsuspecting audience. They got attention (and complaints to the stations) but this is what we were going for: shock and awe, and it worked. After the ads ran, the campaign was featured on Global News, The Victoria Times, and other local papers and blogs. We went with a split-screen effect, showing a world with paramedics on the left, and a world without on the right.
Radio - Production
Dispatching Radio
The radio ads put an emphasis on dispatch. We showed the difference between how a real emergency would be handled by professional dispatcher, and the hysteria that results without that training, expertise and level-headedness.
APBC Radio Bob 2015
