Fifth Story is a News Canada Company

CDHA Article Distribution Service • Case Study



The Company

The Canadian Dental Hygienists Association (CDHA) is a non-profit organization representing Canada’s 26,800 registered dental hygienists.

The Challenge

To educate Canadians about the importance of maintaining good dental hygiene.

The Strategy

Fifth Story partnered with the CDHA to distribute a series of articles on oral health care and dental hygiene, including a call to action to visit the CDHA consumer website dentalhygienecanada.ca. The article distribution service reached Fifth Story’s national network of print and online editors.

The Results

National, local and specialized newspapers, magazines and websites across Canada picked up the articles, exceeding Fifth Story’s guaranteed earned media coverage. Metro, Canada’s most read national daily newspaper, created a four-page special supplement solely based on the CDHA’s articles, and distributed it nationally. Earned media results from the article distribution service were measured using Media Relations Rating Points (MRP®), Canada’s industry standard for earned media measurement.

Our experience with Fifth Story’s distribution service always exceeds our expectations. It has allowed us to share our ‘Oral Health for Total Health’ message with an extensive national audience, reaching and educating families in both major metropolitan centers and grassroots communities, all across the country, and on an incredibly economical budget.

Angie D’Aoust, Director of Marketing & Communications, The Canadian Dental Hygienists Association


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