Until 2015, Newfoundlanders and Labradorians in certain areas of the province had to dial a seven-digit number to access local emergency services. And because of this, locally accessing help had come with an intrinsic sense of familiarity and trust. As such, the adoption of a centralized, province-wide 911 system was going to require a monumental shift in thinking and behaviour to reprogram how the people of the province would behave during the most trying of circumstances.
NATIONAL worked with NL911 to develop a province-wide awareness campaign in 2017. These advertisements would serve to generate awareness and action, and to furthermore build trust with the people of the province.
Visits to the NL911 website spiked during the 2017 media buy flights. The campaign videos collected over 100,000 views. In addition, users tended to view 97% of the 31-second video, and 85% of the 55-second video, indicating audience engagement with the content.
Overall, NATIONAL has helped NL911 develop and share a brand story that has cultivated relationships with stakeholders whom the delivery of the service depends upon. We are on the path of changing the way Newfoundlanders and Labradorians access help anywhere, any time.