Ontario Pharmacists' Association

DESIGN, AND MEDIA PLAN DEVELOPMENT OF PROVINCIAL SAFE “MEDS FOR SENIORS” ADVERTISING CAMPAIGN

CHALLENGE

The Ontario Pharmacists’ Association (OPA) were looking to produce a visually engaging and informative Ontario wide educational media campaign “Safe Meds for Seniors” messaging the safe use, storage and disposal of medications. The OPA was looking to produce print materials highlighting the tremendous benefits and value of dealing with your local pharmacist. The ad series was slated for publication in daily and weekly papers across the province.

INSIGHT AND KEY CONSIDERATIONS

The OPA represents more than 11,000 pharmacists across Ontario, each providing professional services to a diverse client base. “Safe Meds for Seniors” involves local pharmacists providing free presentations to seniors groups, and others. Since 1999, more than 40,000 seniors have benefitted from “Safe Meds for Seniors” presentations. Available in several languages, this initiative connects community pharmacists with seniors’ groups throughout Ontario for discussions about important medication-related topics especially relevant to this growing demographic.

IMPLEMENTATION

TWG Communications created all campaign creative and developed a comprehensive media plan. A strategic print media buy was carefully crafted to ensure the widest possible coverage province wide and to maximize client resources.