Niagara Parents General Awareness Campaign

Award-Winning Public Health Communications

The Challenge

Niagara Region Public Health’s “Niagara Parents” program offers extensive free resources, yet many single parents specifically single fathers—remained unaware of the support available or felt the services weren’t “for them.” The goal was to break the stigma and increase program enrollment through a high-impact general awareness campaign.

The Strategy: “The Team” Approach

Co-leading the campaign with the NRPH Communications Consultant, we leaned into the classic proverb that “it takes a village to raise a child.” For single parents, that “village” is often missing. We positioned Niagara Parents as the missing teammate.

The Hook: Raising a kid takes a team. We’re on yours.

The Visuals: Moving away from clinical public health aesthetics, we utilized a vibrant, colour palette and authentic photography featuring millennial parents and children to build trust and relatability.

Campaign Execution

This was an omni-channel rollout designed to meet parents where they already spend their time:

Out-of-Home (OOH): High-visibility bus shelter ads across the Niagara Region.

Cinema: Advertisements in local movie theatres.

Digital & Audio: Targeted social media ads and a dedicated Spotify audio campaign to reach younger parents on the go.

Key Results & Recognition

CPRS Hamilton Gold Pinnacle Award: Recognized for excellence in communications planning and execution.

Successful Rebrand Integration: Successfully launched the new, bright brand identity for Niagara Parents.

Targeted Reach: Achieved significant engagement within the single-parent demographic, specifically increasing visibility among fathers.