Case Studies
The Canadian Dental Hygienists Association (CDHA)
Client:
The Canadian Dental Hygienists Association (CDHA)
Challenge:
- To develop a multi-year national communications strategy
- To raise public awareness on dental hygiene as a profession responsible
for practising and educating clients about preventive health care
- to eventually affect legislation to increase public's access to
important services.
Project:
- Held focus groups to measure public's attitudes toward profession
and identify any barriers which may exist
- Held one-day workshop which brought together Delta Media's experts
and the Association's senior representatives from each province
- Created strategy for national communications campaign which ensured buy-in
from CDHA members across the country
- Developed a comprehensive action plan for Year 1 including campaign vehicles,
key messages and sample artwork for advertisements
- Developed National Dental Hygienist Week (NDHW) poster, distributed to
all members of the Association, and hand-out cards for dental hygienists
to give to their clients
Result:
The CDHA's 1998 National Communications Campaign, launched during
National Dental Hygiene Week in October 1998, was a great success.It
consisted of full-page ads as well as advertorials, in Canadian
Living, Coup de pouce, Homemaker's and Madame au foyer.
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