My Project Role: ECD
Creative Director: Laura Denton
Art Director: Jess Uhren
Copywriter: Varun Athreya
Photography/Video: Robin Kavanagh
There are only 4,400 ambulance paramedics to respond to 4.9 million people in British Columbia. Considered the lowest paid first responders in the region they now face understaffing, limited pay and shortages leading to over 30% of ambulances sitting empty and wait times for ambulances in some cases increasing up to 6 hours after a call has been placed.
A sever How do we bring attention to British Columbia citizens and public servant as the BC Ambulance CUPE begin negotiations for unfair pay, lack of staff and other issues.
We wanted to bring attention to the issue in the media as negotiations kicked off between the union and government with a focus on immediacy for how urgent the issue is. Leaning into the fact and harsh reality of how long people in need are now waiting during peak times because of this shortage when every minute counts for someone in need. This led to the creation of the Sounding The Alarm campaign and hashtag.
The campaign covers paid digital, social and traditional media driving people to show their support and sign an online petition. In the first week we achieved over 10,000 signatures with a small budget.
This campaign is currently in market. Full results to come after it has completed.
15 Second Spots:
WEBSITE & DIGITAL ADS: