How do you put a younger face on Chronic Obstructive Pulmonary Disease (COPD), build awareness about COPD among Canadians aged 40 and over, and leverage the momentum started a year earlier with a microsite?

In 2008, The Canadian Lung Association launched the Coast2CoastChallenge – a static microsite under the TeamCOPD.ca domain (EquipeMPOC.ca in French) to help build awareness for COPD, while leading up to World COPD Day in November. The Canadian Lung Association wanted to emphasize the younger face of COPD and integrate social media into the 2009 campaign.

The challenge was to take the static microsite and create a dynamic online community hub that would launch in time to build awareness for World COPD Day while providing a place for people with COPD (“COPDers”) and their supporters to interact all year round while building on the momentum of the previous year.

High Road Communications’ digital team worked closely with The Canadian Lung Association to define an integrated strategic approach that would continue to raise awareness about COPD and the need for early diagnosis; highlight the younger face of COPD; drive high-risk Canadians to talk to their doctors about COPD, risk factors and screening; and, position The Canadian Lung Association as an authority on COPD information and support. From a digital perspective, we needed to develop a program that could be sustained by The Canadian Lung Association after World COPD Day.

In 2008, whenever participants engaged in physical activity it was tracked and updated manually by revising a graphic of a map housed on the microsite displaying how many kilometers they had trekked across Canada. In 2009, the microsite was renamed TeamCOPD (EquipeMPOC in French) to reflect an ongoing program and align with the domain name. The Coast 2 Coast Challenge became a feature of the site but not the main focus.

There were several other enhancements. Specific to the Coast 2 Coast challenge, the date and kilometers trekked were tallied in real-time without having to change the graphic. Three social media extensions were added – Twitter, YouTube and Flickr – whereby members of the community were able to share their stories, videos and photos, and see them appear in real time on the TeamCOPD.ca home page and throughout the microsite. Although the social media extensions launched with content related to the challenge, they were poised to last all year round. The COPD Quiz – a sharable widget – was developed allowing people to take a short COPD quiz that provided feedback and totaled their scores. At the end of the quiz, people were invited to visit lung.ca to learn more about COPD and get help. They also were able display the quiz on their own blogs and websites.

As a result of this initiative, a significant amount of activity emerged during the month leading up to World COPD Day and The Canadian Lung Association is poised to carry on nurturing the TeamCOPD.ca community:

• TeamCOPD.ca visits increased by 176% in 2009 over 2008, and drove about 25% of that traffic to lung.ca.
• COPD Quiz widget was viewed more than 4,600 times.
• 29 videos were uploaded to TeamCOPD’s and EquipeMPOC’s YouTube channels
• And most significantly, online activity helped drive offline results: 54,720 km were trekked by the COPD community up from 41,621 km or a 31% increase over 2008.

AstraZeneca  wanted to develop an awareness campaign that promoted the three pillars of a healthy lifestyle – eating, moving and motivation – and the importance of working with your doctor to maintain a healthy Cholesterol Ratio. In 2006, they asked High Road to develop  an engaging and fully interactive resource to helps Canadians assess their risk of cardiovascular disease, track their daily fitness and nutrition progress and get all the information they needed to make heart-healthy choices. KnowYourRatio.ca became the centerpiece of a two year of national awareness campaign.

The website included a number of engaging interactive tools designed to create repeat visitors. KnowYourRatio.ca became home to:

• A personalized interactive food and exercise journal where users can keep track of the calories they consume and burn on a daily basis;
• A database of cholesterol-friendly recipes from some of Canada’s best know dietitians;
• A calculator that determines your level of risk for cardiovascular disease; and
• Various Flash tools, PDF downloads, audio exercise programs, a survey and much more.

The campaign generated over 70 million media impressions, over 95,000 website visitors, and over 1.2 million page views. In early 2008, a search engine optimization program was executed to help sustain website traffic once the offline promotion had ended. By the end of 2008, KnowYourRatio.ca was on the first page on Google results, and as high as fourth, for its most competitive search term (“cholesterol”).

When LG Canada wanted to launch its LG POP series of phones, the company turned to High Road, its agency of record, to create a comprehensive integrated PR and marketing program.

In order to build a strong foundation on which to grow an engaged Canadian community and develop sales leads, High Road worked with LG to develop a design theme that would lend itself to a variety of mediums. This included both print and online ad integration, website development, a consumer activation at the Air Canada Centre, a Warner Music Contest, a Pop your Pic photo sharing program, online influencer outreach and traditional public relations.  Additionally, a contest and photo sharing application were launched to encourage prospective customers to sign up for LG’s customer database.

The resulting images and applications were seen around LG Fashion Week, throughout the ACC, and online via social media, as people who Popped their Pics used them as their Facebook and Twitter avatars.

The entire program was created in house by High Road’s integrated digital, design and communications teams.