Case Studies

2004-2005 LDAC National Public Awareness Campaign

Client:

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Learning Disabilities Association of Canada (LDAC)

Service:

Strategic planning and Implementation

Project:

Learning disabilities remain one of Canada’s more unspoken issues. They can limit not only an individual’s opportunities but also the economic, social and cultural potential of the entire country. The Learning Disabilities Association of Canada (LDAC) recognizes that public awareness of the issue and its costs are the foundation upon which campaigns to mobilize legislators, corporate sponsors, individual donors and volunteers will be built.

Delta Media was retained to undertake a strategic communications planning process for LDAC and to develop a national public awareness campaign that would begin to engage and mobilize the Association’s key audiences. Over the past two years, our work on this important campaign has included:

Conducting a strategic communications planning process to clarify communications goals, identify key audiences, assess internal resources and scan the external environment

Developing a communications action plan for a three-year national campaign
Developing two creative strategies (2004 and 2005), writing two sets of original scripts and copy and producing two national public service announcement (PSA) campaigns for radio and print
Distributing and pitching both radio PSAs to a carefully selected list of stations across the country
Assisting local chapters with customizing and distributing print PSAs to local newspapers
Reporting back to the client on the total impressions created by the campaign
Redesigning and redeveloping the association’s Web site to be more intuitive, better targeted and fully integrated with the PSA campaign

The success of the campaign is measurable and impressive. Over two years, no fewer than 115 million impressions were created by the radio PSAs alone. Traffic to the LDAC Web site is up significantly and directly linked to the PSA campaign. Most importantly, calls and emails to the national association and its local and provincial chapters are also on the increase.

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