At a glance...

Objective:

The goal of this campaign was to move beyond headlines and statistics by providing clear, trustworthy guidance that people could use in real situations. By improving awareness and understanding, the campaign aimed to support prevention efforts, encourage informed responses, and reinforce the importance of shared responsibility in addressing the opioid crisis.

My Role:

Campaign Lead, Strategist, and National Spokesperson

Action / Approach:

I developed and led an integrated bilingual communications strategy that anchored on clear, data-driven safety messaging. This involved drafting and distributing a national news release and blog feature, designing infographics with key statistics and safety tips, and creating tailored social media assets for LinkedIn, Instagram, Facebook, and X.

Result / Impact:

Media pickup and social sharing helped bring practical overdose awareness information into mainstream conversation, strengthening public understanding and positioning CSC as a credible source on opioid safety and response. Organic social delivered meaningful audience interactions, while paid content achieved more than 179,000 total impressions and strong engagement rates across platforms. Earned media coverage reached an aggregate audience of approximately 3.3 million readers, amplifying the safety message beyond owned channels.

Skills / Tools Used:

Strategic Communications Planning
Bilingual Content Development (EN/FR)
Media Relations and Spokesperson Work
Newswire Distribution
Paid and Organic Social Media Strategy
Performance Tracking and Analytics

National Opioid Awareness Campaign (Emergent partnership)

Organization: Canada Safety Council & Emergent BioSolutions

Date of Publication: July 29, 2024

Link:
Campaign Landing Page

Description:

This national bilingual campaign was developed in partnership with Emergent BioSolutions, developers of NARCAN® Nasal Spray, to help Canadians better understand the risks, warning signs, and prevention of opioid poisonings. Through a coordinated mix of media outreach, digital content and social promotion, the initiative shared practical, evidence-based information about how overdoses happen, how they can be recognized, and how individuals and organizations can respond. From sponsorship development through public-facing delivery, the project was led to ensure accuracy and clarity in a highly sensitive public-health context.