Ontario Caregiver Organization—Helpline Campaign and Website

There are 3.3 million caregivers in Ontario; ordinary people who provide physical and/or emotional support to a family member, partner, friend or neighbour. The Ontario Caregiver Organization (OCO) exists to provide information and support for Ontario’s caregivers who provide almost 75% of all patient care in Ontario’s health care system. Caregivers have told us they need help. Through surveys, focus groups and engagement work, we are hearing their request for support. Caregiver burnout is on the rise with 1 in 4 caregivers experiencing anger, anxiety and depression.

To help with this, launching a free helpline to support caregivers and provide them with a single point of access to information was a priority objective for the OCO.

After completing a full website redesign project, Intent then worked with OCO to develop a multi-channel awareness campaign that ran across TV, radio, print, digital, and social channels to reach Ontario caregivers with a clear call to action—call the OCO helpline or visit the new website.

In a mere 60 days, Intent worked closely with OCO to develop an integrated campaign. Using a mixture of creative, video, strategic media buying, social media, and diligent public relations work we were able to achieve some remarkable results.

Watch our public service announcement.

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