Early campaign efforts, pre-vaccines, focused on helping to protect each other and our health care workers, who constantly faced COVID-19 exposure. Everyone needed to ‘do their part’ to keep safe. This also included tactical ads as well, such as the videos below about symptom checking and physical distancing.

As time went along, we faced the second wave of COVID-19 where cases and hospitalizations were spiking. The ‘Bend the Curve Back’ campaign was designed to reinforce behaviors that mitigate spread.  Below, you’ll note a couple of seasonal video ads targeting the under 30 crowd on Tik Tok. The message here was to resist large gatherings/partying during the Halloween and Holiday seasons.

The ‘Marathon’ campaign was designed to get people to stay the course until more of the population could be vaccinated. This of course, was pre-Omicron variant, which dashed the hopes of fully ending the pandemic.

The province-wide ‘Get Vaccinated’ television and supporting media campaign was the first campaign to promote both pre-registration and vaccination. In an emotionally compelling TV spot, the campaign positioned vaccination as pathway to reunification with loved ones, and protection for all who had sacrificed for the greater good. This spot was produced was pre-Omicron.

The next series of ads reflects a progression of vaccination campaigns – from launching vaccines for kids, and communicating the message that vaccination was the way to prevent severe illness from COVID-19 (now the Omicron-era). This culminated in a province-wide TV, digital and outdoor campaign using medical experts to communicate the value of vaccination and booster shots for adults and children.