Act on Care

The Canadian Centre for Caregiving Excellence (CCCE) is mandated to elevate caregiving on Canada’s national agenda. Central to the wellbeing of families, workplaces, and communities, caregiving remains undervalued and often invisible — seen as a private issue rather than a shared social and economic priority. With a federal commitment to a National Caregiving Strategy but no clear timeline, CCCE sought to mobilize public support and ensure caregivers’ voices were heard where it mattered most: on Parliament Hill.

Our Approach

Pilot partnered with CCCE to create Act on Care, a national advocacy campaign designed to transform awareness into action. The goal was both simple and ambitious — demonstrate that caregiving isn’t a personal burden, but a public responsibility that demands policy action.

To get there, we combined emotionally powerful storytelling with precision targeting, building a campaign that would engage citizens across the country while reaching policymakers directly and through the media they trust most.

The Strategy

Grounded in a unifying message and urgent call to action, Act on Care delivered a fully integrated campaign that spanned film, photography, digital, and print.

• Video: A two-minute bilingual short film gave voice to caregivers, turning lived experience into a shared national story.
  
• Consumer: Full-page ads in The Globe and Mail and National Post reached more than 2.5 million readers, including business and policy leaders.
  
• Stakeholder advocacy: Display and newsletter ads in The Hill Times kept the message front and centre for Canada’s political community.
  
• Digital: A national digital program on Meta, Google, and LinkedIn drove audiences to a campaign landing page where they could send letters directly to their MPs.
  
• Earned: National media relations created awareness with local stories and op-eds — extending reach and credibility across the country.

The Creative

Pilot led production of all campaign creative — from concept development and scriptwriting to film direction, portrait photography, and ad design — across English and French.

The work featured striking portraits of caregivers and a consistent visual language that balanced empathy and urgency. Eighty ad variations were produced to sustain engagement and optimize performance throughout the campaign period.

The Impact

Act on Care exceeded every target.

• More than 30,000 advocacy letters were sent to government leaders — surpassing CCCE’s goal and creating a lasting community of allies.
  
• 12 million Canadians reached across all channels.
  
• 21 national media stories generated through earned media efforts.

More than a campaign, Act on Care created a movement — transforming a one-time call to action into a national platform for change. Today, a National Caregiving Caucus with representation from all parties is in place, and a National Caregiving Summit is underway — proving that when Canadians act together, positive change is possible.

The Canadian Centre for Caregiving Excellence is a program of the Azrieli Foundation.