Table of Contents 6 2012 OVATION Awards Winning Entries

Using Canada’s standardized media relations measurement system, Media Relations Rating Points
(MRPs), obtain an audience reach of 2 million via editorial features. Qualitative messaging criteria
under the MRP system was set prior to the commencement of the campaign as: 1) mention of the
Historica‐Dominica Institute and The Memory Project; 2) inclusion of the 11/11/11 image in
colour; and 3) key messages. Due to the nature of this campaign’s messaging (honouring our
veterans), the target MRP score was set at: 95% (even though the industry‐standard for success in
Canada is set at 75%).
Because this entire project was done on a pro‐bono basis by the agency and its media partners,
the overall cost‐per‐contact would of course be $0.00 (the industry‐standard for success in
Canada is set at: $0.03).
4. Solution overview:
Key services provided: DDB Canada and DDB PR’s role in this project included complete project
development, messaging development and full project implementation. Services to the Historica‐
Dominion Institute included: project management, strategic counsel, development of the
advertisements showcasing the iconic symbol (including creative art direction, photography, copy
writing, print production, video editing, and flash development), live installation event management,
liaison with key stakeholders (identified in the intended audiences section above) as required, media
materials development, media relations, and measurement and evaluation.
Research: DDB Canada and DDB PR went through an exhaustive consultation and liaison process in
order to secure insights and support from all of the internal audiences identified above under “Target
Audiences.” This research included one‐on‐one telephone interviews, email liaison, and in‐person
meetings. The agency had to make sure these audiences embraced the initiative in order to maintain
credibility for the entire campaign – this was pivotal to the project’s success.
In addition, the agency delved into Canadian military culture via interviews with Historica‐Dominion
Institute staff. DDB Canada and DDB PR also reviewed excerpts from the digital archives of The Memory
Project. Last but not least, the agency conducted an editorial media audit of previous coverage on the
Historica‐Dominion Institute’s communications campaigns, and worked with the clients to establish this
campaign’s criteria for success, using previous campaign measurement benchmarks.
Creative advertisement development: the visual representation of the historic “11/11/11” date was
created utilizing actual Canadian veterans to represent the numbers. Comprised of six Canadian
veterans, consisting of three from World War II, and three from the Korean War, the image features
each standing side by side in a salute position. From a distance, each individual forms the shape of a
number “1”. With the addition of slashes separating the pairs of individuals, the six veterans form an
image of the date “11/11/11”.
This iconic image, coupled with the iconic image of the poppy pin, and the line, ‘Remember’ created a
simple, respectful and memorable tribute to the soldiers that gave so much of themselves to Canada. In
addition, the veterans are organized in pairs by military branch: the Royal Canadian Air Force, the
Canadian Army, and the Royal Canadian Navy. The diversity of the Canadian Armed Forces was also
represented across the six individuals, with one French‐Canadian veteran, one African‐Canadian veteran,
and one female veteran.
This complete visual relayed an impactful and emotional message that would be shown to the public
across Canada on Remembrance Day. The addition of The Memory Project logo completed the
messaging for the advertisement.