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Ontario Dental Association Educating Ontarians on their Eligibility for the Canadian Dental Care Plan.

In 2024 we were engaged to develop a campaign for the Ontario Dental Association (ODA) to assist with the implementation of the Federal Government’s Canadian Dental Care Plan (CDCP). 

The campaign was intended to help Ontarians learn more about how the program operated, and if they could access it. We designed strict audience profiles using third-party data, which allowed us to target those eligible for the CDCP. 

Once we narrowed down the audience, we began to build a messaging strategy that would resonate with them. We discovered that Ontarians weren’t likely to seek out more information about the program unprompted, as there was a built-in assumption of broad eligibility. With this insight we formed the core of our messaging strategy, that it wasn’t to merely provide information on the program itself, but to encourage eligible Ontarians that they needed to learn more in the first place. 

This led to the creative concept, Double Check, which we used to communicate the need to review the program before using it, to the need to double check for everyday essentials before leaving the house. 

The result was a campaign that helped educate Ontarians on the CDCP, and the need to verify accessibility supported by a hero video, static visuals that complemented it, and a look and feel that fit within the ODA’s brand. 

The tone for the campaign visuals was light, friendly, and slightly cheeky, using humor to make dental care and a government program feel more approachable. 

Regardless of channel or medium, all of the campaign’s assets drove to one branded campaign microsite – the place where we provided key educational resources on both the CDCP and its criteria for curious Ontarians trying to get a sense of their dental coverage. 

The campaign surpassed its core objectives, with browsing activity and engagement related to the CDCP increasing by 58% after users encountered our ads. 

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