We needed a campaign that would immediately grab the audience, rouse patriotic pride and awaken strong concern about what stood to be lost. The campaign about securing Canada’s place in space would therefore focus on pride and on loss — the Universe needs more Canada… Don’t Let Go Canada – and would feature bold attention-getting creative and imagery designed to stir emotions and patriotic pride. The result was a 2 Billion dollar injection from the Federal government investing in our brightest minds.
In February, with every news outlet in the country covering the announcement, and the entire nation watching, our Prime Minister committed $2B and announced, “Canada is going to the moon.”
Social Media engaged with hundreds of thousands of followers. Campaign posts on Facebook, Twitter and Instagram, generated more than 10 million views and more than 800,000 engagements. Reddit generated over 35 million views, over 4 million clicks into platform native content, 605,300 ad Impressions, remained at the top of AMA for 3 days. An advertising campaign produced more than 150 million impressions during the effort. Today the campaign social media experience remains strong and engaged with thousands still engaging every day.
Reddit generated over 35 million impressions with over 4 million clicks into platform native content and including 605,300 ad impressions, remained at the top of AMA for 3 days
Advertising campaign produced more than 150 million impressions with enormous organic reach.
Social Media drove thousands of letters to Members of Parliament and the Prime Minister’s office and generated more than 14,000 signatures on change.org petition and a Parliamentary E-Petition (attracted 552 supporters in first 2 hours and more than 3,500 in less than 24 hours).
Advertising directly targeting decision-makers, including traditional and online media, theatre and out-of-home (wrapping busses on routes near parliamentary precinct; billboards on way to and in Ottawa airport).
The Artemis program is a government-funded human spaceflight program that has the goal of landing “the first woman and the next man” on the Moon, specifically at the lunar south pole region by 2024. Canada became the first country to join the USA on this journey set for the year 2023 one of our astronauts will orbit the moon on the Artemis II mission.