What’s the deal with sugar taxes?

    Proponents argue expanding sin taxes like those on alcohol and tobacco, to high sugar foods and drinks will reduce consumption. Or at least raise revenue to help fund treating the negative health outcomes such as obesity, diabetes, heart disease and stroke. This sounds great in principle, but there are criticisms: Flat taxes of…

Atlantic Canadian Under 40 Leaders Summit

I recently had the privilege of being in Charlottetown for the Atlantic Canada 50 Under 40 Summit. I was excited by the prospect, but had no idea what I was in for. I thought I was headed to a conference, but the week was much more than that. The Summit brings together 50 young leaders…

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…

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….

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…

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…

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…

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…

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…

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…