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Fifth Story is a News Canada Company

PSA TV Commercial Kidney Foundation • Case Study

HEALTH/Non-Profit – B2C EXTERNAL COMMUNICATION – CUSTOM VIDEO

 

The Company

The Kidney Foundation of Canada is a non-profit organization helping Canadians suffering from kidney failure and related disorders, such as hypertension, diabetes, urinary tract infection and kidney stones.

The Challenge

To increase public awareness of kidney disease and its risk factors.

The Strategy

Fifth Story partnered with the Kidney Foundation to produce a Public Service Announcement (PSA) in both English and French, with a call to action to take the online risk assessment at kidney.ca/risk. The English and French versions of the PSA TV commercial were distributed to Fifth Story’s national network of television broadcasters in February 2014, in time for Kidney Health Month in Canada and World Kidney Day, both taking place in March.

The Results

Television stations across Canada picked the English and French versions of the PSA TV commercial over 1,990 times, including 90 times in Montreal, 294 times in Calgary, 345 times in Vancouver, 351 times in Edmonton, and 641 times in Toronto.

Last year, the Kidney Foundation of Canada presented Fifth Story (formerly News Canada) with a national recognition award for its team’s excellent and innovative service delivery. In 2014, Fifth Story’s team rose to the challenge of again exceeding our expectations as we sought to revamp our Public Service Announcements for the Kidney Foundation’s 50th Anniversary year. Their professionalism helped us stay on budget and deliver on time. Plus their respect for, and appreciation of, our vision and objectives made it a truly positive experience both for the organization and our community spokespersons.”

Irene Aguzzi, National Director of Communications and Marketing, The Kidney Foundation of Canada

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