Readership, viewership and engagement with the campaign demonstrated the client’s ability to influence public attitudes, perceptions, and policy stakeholders on a critical healthcare issue affecting all Canadians. The campaign successfully created a dialogue among the Canadian public and healthcare stakeholders on the issue of drug approval and pricing, as well as shifted attitudes around the pharmaceutical industry’s role in the healthcare system.
Survey Results: Control vs. Test group.
Negative perceptions decreased and positive sentiments raised
after reading up to 3 stories from the campaign vs. those who had never read a story.