Saskatchewan Ministry of Health
The Ministry of Health is responsive for Saskatchewan’s Health Human Resources (HHR) Action Plan. The plan aims to recruit, train, incentivize and retain health care workers.
Saskatchewan Ministry of Health
The Challenge
It was important to broaden the awareness of available incentives and career prospects/opportunities currently available in Saskatchewan. On top of that, we face competition from other provinces. They are also recruiting health care professionals. Our goal was to showcase Saskatchewan as an ideal place to live and work. We also wanted to promote the expanded training options and financial assistance available for students and health care workers.
Our Solution
Based on extensive research, we developed a targeted paid media campaign. The strategy relied on compelling testimonials that would resonate with our audience. They would highlight the benefits of studying and working in Saskatchewan. The content would feature successful health care workers and students from diverse backgrounds.
The Work
Tight timelines were expertly managed by our Client Service team and ministry clients. The testimonials profiled successful health care workers including an Indigenous Registered Nurse, a Director of Care from the Philippines, now working in Saskatchewan and a recent graduate from the Primary Care Paramedic program. A series of TikTok-style interviews showcased various students.
The Results
The HHR campaign achieved exceptional results, meeting objectives for the Government of Saskatchewan. It generated fifteen million digital impressions across Canada. The high engagement on social media attracted new visitors to the website. And the campaign’s success laid a strong foundation for further expansion.
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