BC Generations Project

BC Generations Project - Your time today builds a healthier tomorrow.

The BC Generations Project Public Launch

Project Highlights

As a result of widespread coverage across BC’s mainstream print and broadcast media, the BC Generations Project fielded thousands of inquiries and attracted more than 3,000 new participants. This outreach directly saved the Project at least $65,000 in recruitment costs (compared to direct mail), and yielded many indirect, longer-term benefits.

Project Background

Funded by the Canadian Partnership Against Cancer, the BC Generations Project is collecting information and blood/urine samples from British Columbians aged 40 to 69. This collection will form a data pool from which researchers can learn more about preventing cancer and other chronic diseases for future generations. The Project aims to recruit 40,000 people by 2012, making it the largest health research project ever conducted in BC.

Approach

To help galvanize support and recruit participants for this massive research project, the project leads approached Robyn Sussel for assistance.

Robyn worked with Project team members to develop branding, messaging and a visual identity that would resonate with potential participants. She acted as the liaison with designers and web specialists at Signals to create the visual identity and produce collateral materials. Working closely with Robyn was Alison Osborne, who led the development of the one-year communications strategy, wrote copy for the recruitment materials and website, and led a highly-successful media relations campaign to increase public awareness and drive recruitment.

Alison continues to support the Project’s ongoing communications needs.