The Change Foundation Case Study

In 2014, Counsel worked closely with The Change Foundation (TCF) to create the 20 Faces of Change Awards, a province-wide campaign in search of 20 leaders in patient and family-centred change in Ontario’s healthcare system. Upon our recommendation, TCF launched the award to commemorate their 20th anniversary as Ontario’s independent healthcare policy think tank.

From inception through to the night of the event, Counsel took a lead role in the development, production and execution of all the tactics to support the Awards. In addition to helping develop the criteria and selection process for the 20 winners, our team wrote all of the communications materials including messaging, press releases, media advisories, backgrounders, speaking notes, website content, recipient biographies, and all corporate correspondence that went out to the winners. Working with third party vendors, Counsel also managed all creative and technical services for the campaign and developing branded materials including creating a unique logo, website, display banners, event program, video vignettes and the award trophies. We also implemented a social media plan and conducted media outreach to national and regional print and broadcast outlets, sharing our results through comprehensive media reports which were delivered to the client daily.

Our work with TCF culminated in a memorable hour-long award ceremony in downtown Toronto. The event received media coverage in over ten print publications throughout the province, garnering positive exposure for TCF, and raising the professional profile of 20 deserving healthcare champions in Ontario.