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CBC Keeping Canada Alive

INTRODUCTION

Capturing Canada’s Healthcare: Sparking a Nationwide Conversation

‘Keeping Canada Alive’ is a six-part CBC television miniseries that offers an up-close and vulnerable look into the Canadian healthcare system. The series was groundbreaking as it captured the daily operations and challenges through sixty cameras set up across the nation. This series highlighted ten individual, unique stories over a 24-hour period, aiming to spark national conversations about the demands and difficulties within the healthcare system.

Enlisted by CBC and Force Four, Takt was tasked to help drive online conversations and awareness regarding the challenges faced by those who depend on and work within the healthcare system. Our comprehensive digital strategy included campaign management, display advertising, campaign strategy, social media marketing, and online advertising to maximize the series’ impact and reach.

MARKETING STRATEGY

To tackle this, we focused on an audience acquisition and engagement strategy. This was meticulously planned and included detailed audience segmentation and profiling, using channel-specific tactics and benchmarks, along with recommended software platforms. This approach was divided into two main phases: building momentum leading up to the series launch and secondly, maintaining engagement through the promotion of weekly episodes and exclusive online content post-launch. This campaign strategy was a collaborative effort between Takt, Force Four, and CBC to ensure the series received maximum visibility.

The results were remarkable. Over the ten weeks while ‘Keeping Canada Alive’ was aired, there was a 123% increase in website visits and online viewership, signalling the campaign’s success in engaging such a wide audience. Additionally, the promotional efforts led to over 450 million impressions and more than 60,000 clicks, highlighting significant public interaction and interest in the series.


RESULTS

+ 123 % Website Visits

+ 450 M Impressions

+ 160 K Ad Clicks Per Week

+ 152 K Contact List Additions


CONCLUSION

As the series concluded, ‘Keeping Canada Alive’ had successfully drawn viewers and sparked important conversations about the demands and challenges within the Canadian healthcare system. The initiative stood as a powerful demonstration of how collaborative efforts between broadcasters, production companies, and digital strategists can bring critical societal issues to the forefront of public discourse, engaging the community in meaningful dialogue and fostering a deeper understanding of these issues.

 

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