Real Stories: Understanding Changes Everything

Real Stories: Understanding Changes Everything

In 2014 we launched Understanding Changes Everything, a mental illness anti-stigma campaign from the Newfoundland and Labrador Department of Health and Community Services. The campaign and the message behind it is one I’m proud to be apart of. The initial launch involved  a mass media campaign, social media and a content rich website. We followed up that … Continue reading

Registered Nurses’ of Newfoundland & Labrador

Registered Nurses’ of Newfoundland & Labrador

Our challenge was to highlight and differentiate the role Registered Nurses (RNs) play in our health care system. Clarity in the role of RNs is important for patients and their families. Our approach was based on powerful storytelling that could clearly position Registered Nurses as medical experts without diminishing the role of other healthcare staff. … Continue reading

Electricity Industry

Electricity Industry

Although we don’t often realize it, the electricity industry is part of our daily lives. Almost everything we do at work, at home, and at play involves electricity in some way. And in a province like Newfoundland and Labrador it takes a lot of people to keep the system well maintained and ready to meet … Continue reading

Understanding Changes Everything

Understanding Changes Everything

Mental illness and addictions affects us all. Approximately 1 in 5 of us will experience it directly this year. That means all of us have mental illness and addictions in our lives. Stigma is a big reason people often don’t seek help. We started down the road of changing that. The latest spot below builds on … Continue reading

Royal Newfoundland Constabulary

Royal Newfoundland Constabulary

As our provincial police service, the Royal Newfoundland Constabulary has adapted to meet the challenges of today. The nature of crime in our province is changing and the RNC is committed to making our communities safer. We demonstrated their specialized capabilities through a compelling digital short showcasing today’s officers and calling forth the next class of recruits. Visit … Continue reading

Understanding Changes Everything

Understanding Changes Everything

Approximately 1 in 5 Newfoundlanders and Labradorians will experience mental illness or addictions each year. Stigma causes many of them not to seek help and also deeply affects every facet of their life from education and employment opportunities to friends, family and loved ones. The provincial Department of Health and Community Services has just launched a … Continue reading

Tips that Kick Butt

Tips that Kick Butt

m5 has been involved with social marketing around smoking cessation for almost two decades. Through the early days of awareness to the movement to ban smoking in bars, we’ve been there. When the Smokers’ Helpline needed a new modern online presence they came to us for help. We developed a new website, complete with interactive … Continue reading

25 Stories of Hope

25 Stories of Hope

m5 was excited to jump onboard and support the Choices for Youth Christmas campaign again this year. Our 2012 campaign #realfirstworldproblems, was well received by the community and lead to an 250% increase in donations year over year, plus a ton of awareness for the issue. For those of you who don’t know, Choices for … Continue reading

Social Media Strategy and Policy

Social Media Strategy and Policy

I’m no guru. But I do know a thing or two about protecting an organization’s reputation. I also know sometimes that means protecting the organization from itself.  One wayward tweet or reply to a consumer comment can quickly spin out of control. Your social media staff can be bullied by trolls online, soaking up resources … Continue reading