Challenge
Dental health plays a critical role in overall well-being, yet nearly a quarter of Canadians skip dental visits because of cost. Health Canada came to us with a clear goal: effectively inform diverse audiences about the Canadian Dental Care Plan (CDCP), explaining who qualifies, how it works, and how to access it.
Solution
We developed a campaign that clearly and simply communicated the Canadian Dental Care Plan while capturing attention through relatable scenarios showing the surprising lengths people will go to avoid the dentist. As lead designer for the branding at Banfield Agency, I helped craft a cohesive visual identity that made the campaign feel approachable, human, and memorable. The campaign ran on digital, social, out-of-home, TV, and streaming platforms.
