A Lack of Internal Resources and Capacity
March of Dimes Canada needed to earn national media coverage to ensure the report made an impact, but they had limited team resources and a tight schedule.
It was critical for March of Dimes Canada to get key messages from the report in front of federal decision-makers as parliament prepared to pass Bill C-22, the Canada Disability Benefit Act. Part of their strategy was to get the attention of Carla Qualtrough—then Minister of Employment, Workforce Development, and Disability Inclusion—through news clippings that were likely to come across her desk.
The March of Dimes Canada team didn’t have the internal bandwidth to develop and launch a campaign at the scale they were aiming for. Perch Communications came in with a media relations team that quickly developed and executed an outreach strategy on a tight deadline, earning March of Dimes Canada media coverage that made a significant impact on their cause.
Seizing Unexpected Opportunities for More Impact
March of Dimes Canada was invited to participate in a televised scrum with Green Party MP Mike Morrice and Senator Kim Pate the day before the media campaign launched. To take full advantage of this opportunity, our team met with March of Dimes Canada’s Vice President, Victoria Pearson, to advise on strategy and messaging.
With our team’s support, Victoria was well prepared to take part in the scrum on short notice—her first on-camera appearance. The scrum was broadcast by CPAC, earning March of Dimes Canada additional visibility during the campaign cycle.
“Getting the call to do the scrum meant that we had the attention of Parliament Hill. We got the call at 5 PM on a Friday to join the scrum on a Tuesday. Jenny was extremely responsive, coming in at the last minute to advise on what to communicate and how to communicate it," says Amanda.
Securing Coverage that Created Change
Shortly after the bill passed, Kamal Khera succeeded Carla Qualtrough as Minister of Diversity and Inclusion and Persons with Disabilities. She contacted Leonard, March of Dimes Canada’s CEO, for a meeting three days after her appointment to discuss the report.