Client

Nunavik Regional Board of Health and Social Services

Project type

Strategy, advertising and digital

Our deliverables

Media planning and buying, communications plan, consultation, market entry, conception, writing, Web, radio, posters, print, stunts, social networks and community management, digital strategies, content creation

PIUSIVUT BY #CHECKUPPROJECT - A PODCAST FOR YOUTH #UPNORTH

Context and objectives

The aim of the #CheckUpProject campaign is to demystify and change the perceptions surrounding STI screening in Nunavik youth and motivate them to take action. To achieve this, the design team chose to involve youth directly in this project, and not impose a vision on them. This content has a “by us and for us” attitude. In order to maximize the project’s chances of success, this idea was framed in five phases.  

The first phase, analysis and field study, allowed us to fully understand the youth’s attitude toward screening tests and to determine methods for connecting with them efficiently. After this, an overall strategy was established. Among other things, the team chose an influencer who is available to act as the communication strategy spokesperson and optimize the success of the campaign: Twin Flames, a music group formed by Chelsey June, a Métis-Algonquin-Cree woman from Ottawa and Jaaji (Georges), a Mohawk-Inuk man from Nunavik and Kahnawake. The third phase consisted in the development and implementation of the campaign. The fourth phase, which was realized in 2017, was the implementation of the #CheckUpProject advertising campaign, which included the use of a Facebook page. 

Thanks to the weekly evaluations, constant interactions with the actors present in the different communities, and a field study to evaluate changes in attitude and behaviour, it is now possible to state that the success of the campaign is not only attributable to the quality and diversity of the publications, but also to the target’s natural appeal for the published content. A humorous, kind, and educational tone was envisioned for the digital strategy to enable it to reach and engage the community to create awareness.

The approach is simple: keep the explanations simple and vary the subjects as well as the channels of communication. Along the way, the content was also diversified according to the psychological and social aspects on which the content had an influence: attitude (Getting checked is the right thing to do), norms (Others would like me to get checked), and the impression of being in control (I can get checked easily if I want to). We also made use of influencers in the area to disseminate examples of the positive impacts that responsible sexual behaviour can have on the community, romantic relationships, and the different faces of Nunavik.

Strategy

Phases 1 to 4 taught us that the determinants of sexual health in Nunavik are manifold. They include self-esteem, substance abuse, healthy relationships, and the capacity for self-determination. The fifth phase of the project fostered a deeper conversation with youth. It allowed our team to push the experiment even more by using a technique that would make all the difference in the Nunavik community: storytelling.

Once again, we asked actors who are influential in Nunavik communities, youth, and professionals to discuss identity, communities, relationships, sex and alcohol, HIV, and sexual orientation and identity. These accounts made it possible to create a radio show that is available as a podcast: Piusivut by #CheckUpProject. Each episode delves into a different subject. Louisa Yeates kindly agreed to host these shows, leading the discussions and interviews.



The episodes were published on SoundCloud, but were also available on the #CheckUpProject Facebook page, iTunes, and Google Play Music. The content strategy gave us another opportunity to explore the subjects further, offer information to the listeners, and increase awareness. The #CheckUpProject page has remained the main platform of the project and now has an increasingly growing and engaged community. 

Results

  • Nearly 800 episode plays on the different broadcasting platforms 

  • Almost 2,000 followers, with nearly 80% from Nunavik communities

  • There are more than 1,700 monthly users active on the Facebook page, whose publications have an average reach of 6,140 people per publication

  • More than 80% of the listeners are youth between 18 and 34

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