Case Studies



Impact served as the lead strategic communications support for Airbus in their campaign to replace Canada’s aging search and rescue airplanes. This program had been bogged by delays, restarts and shifting requirements for more than a decade until Impact led a campaign to 2017 victory.

Impact’s efforts positioned Airbus’ C295W as the proven, reliable and low-risk solution for Canada’s search and rescue needs, as well as one that provides substantial benefit to Canadian industry.

Impact built a detailed communications and advocacy plan that’s key elements included:

  • Ongoing media relations with traditional and trade journalists
  • Highlighting the C295’s international success
  • Highlighting the Canadian impact of C295 and Airbus through regional partner announcements and media tours
  • Coordinating communications activities and key tradeshows and conferences
  • Advertising and marketing strategic advice and coordination
  • Crisis communications
  • Organizing regional media events and announcements

Impact Public Affairs worked with Airbus Defence and Space to reposition its aircraft and corporate profile in Canada. The motto of the campaign was that Airbus offered a “Proven, reliable and low-risk solution” for Canada’s FWSAR aircraft. That meant highlighting the C295W’s position as market leader in its class, highlighting sales success around the world, reinforcing where the aircraft was already operating in similar conditions, and bringing an aircraft on a tour of Canada’s north to highlight its capabilities.

Impact Public Affairs worked to rebrand Airbus with publicity and media in Canada and built a message for Airbus as a reliable, leading solution.

In 2016-17 these efforts led Airbus to successfully win the contract with the Canadian government to build 16 new search and rescue planes. In addition, the contract included a support contract for up to 20 years. All told, this is worth some $5 billion dollars on the life of the contract. Airbus aircraft will be serving Canadians for decades to come.

Global Silicones Council

Hill Times Silicones

Impact played the lead advocacy and communications role for the Global Silicones Council engagement on Siloxanes in Canada. Industry goals were scientific decision-making at Health Canada and Environment Canada.

Required a multi-pronged approach:
Direct Advocacy
Media relations
Crisis communications
Grassroots engagement
MP education
Economic studies
US Embassy and the Department of Commerce

The Minister of the Environment called the first ever Board of Review under the Canadian Environmental Assessment Act
Board of Review exonerated D5 and Siloxanes
The global silicones industry is now leveraging the Canadian approach worldwide with regulators

Intellectual Property Institute of Canada

Hill Times- IPIC iPolitics-IPIC

Since 2014, the Intellectual Property Institute of Canada (IPIC) has worked with Impact on its advocacy efforts to bring government attention on the need to establish confidential communications between IP owners and their Canadian patent or trade-mark agents, something the association had been working on for over 10 years.

Impact launched an aggressive grassroots strategy over two years to engage IPIC’s membership to reach out to MPs and discuss how simple legislative changes could make a big difference to Canadian businesses and the economy. This GR focus also included:

  • A grassroots advocacy toolkit in French and English for all members with webinar
  • The creation of an issue specific microsite
  • A press conference on Parliament Hill
  • Numerous op-eds in publications widely read by government decision makers
  • Meeting coordination with MPs on the Standing Committee on Industry, Science and Technology, in addition to Industry ministerial staff and PMO

In the 2015 and 2016 Budget, IPIC had a massive victory in that it’s two principle asks, confidential communications and loss of rights, received significant attention. Both issues were also included in great depth in the Budget Implementation Act.  The issues are now championed by Minister Bains.

The Funeral Service Association of Canada

The Funeral Service Association of Canada (FSAC) had to wage a decade long effort for the Federal government to raise the amount paid for funerals of indigent veterans.  After ten years of being ignored, FSAC engaged Impact Public Affairs on a 12 month contract to correct this funding shortfall for Budget 2013.  This 12 month effort included direct advocacy, mini lobby days, media events, grassroots lobbying and a new relationship with the Royal Canadian Legion.

In October 2012, FSAC’s largest lobby day boasted the attention of 22 MPs including two Federal Cabinet Ministers and the Veterans Affairs critics.  The response from the meetings was very positive with members agreeing to send letters and to discuss the issue with Minister Blaney as well as to ask questions in the House of Commons to raise the issue to the MPs from all parties.

The attention earned by the media was also an unprecedented success with 88 news stories earned in just over a month.  Some highlights included being featured on the cover of the Ottawa Citizen, the most read newspaper in the nation’s capital with a readership of over 113, 000.  The story was also picked up by Power Play, Canada’s top rated political talk show, with a viewership of over 22,000 and a dedicated following of the country’s most politically savvy.  The West Block, a political talk show on Global network had guests Minister Steven Blaney and MP Peter Stoffer discussing the Last Post Fund. The total number of media impressions earned through FSAC’s media push was over 32 million bringing attention of the Last Post Fund issue to every corner of the country.

The end result was a 100 percent victory as Minister Flaherty announced a doubling of the Federal funding and an additional $65 million investment.  Following the announcement in the budget, The Canadian Society of Association Executives recognized FSAC’s advocacy efforts with an “Associations Make a Better Canada Award” in government relations.

Canadian Alliance on Mental Illness and Mental Health

GG- CAMIMH Trudeau-CAMIMH image003

Impact began working with the Canadian Alliance on Mental Illness and Mental Health (CAMIMH) in 2012 with the goal and making mental health THE mental health conversation of the day. Working with the 18 alliance members and presenting partner, Bell Let’s Talk, we have changed the landscape on mental health conversation in Canada. Each year we have earned success after success, the most recent being dedicated funding for mental health offered by the Federal Government to the provinces in budget 2017.

  • Through the production of video clips, printed resource material and a consistently engaged social media campaign, CAMIMH has become a go-to resource for mental health direction in Canada by both the Federal Government and the public.
  • Our campaign is consistently in the media landscape talking about the importance of mental health and promoting its two annual campaigns, the Champions of Mental Health Awards and Mental Illness Awareness Week.
  • Impact’s campaigns have earned the support of some prominent Canadians such as Michael Landsberg, Valerie Pringle, Rick Mercer, Sean McCann and The Governor General of Canada, David Johnston.


Over the past 5 years, our campaign has:

  • Increased their social media presence by nearly 300% percent with more than 10,000 followers.
  • Disseminated nearly a million pieces of resource materials across the country.
  • Created dozens of videos that have been watched tens of thousands of times.
  • Met with hundreds of Members of Parliament
  • Had at least one advocacy success each year at the Federal level.
  • Participated in hundreds of news stories.

Teaming Up with Invictus Games and Jaguar Land Rover

IG car

IG logo

  • Our team is proud to be the lead communications agency supporting the Invictus Games Jaguar Land Rover partnership worldwide.
  • Established by Prince Harry in 2014, the Invictus Games are the only international adaptive sporting event for ill, wounded and injured active duty and veteran service members.
  • Jaguar Land Rover believes there is a close alignment between its own values and the vision of the Invictus Games, that inspiring performance and passionate, unstoppable persistence enriches people’s lives.
  • The Impact team has lead a campaign of innovative PR and marketing events to promote the Invictus Games. Throughout the multi-national lead-up to the games we have increased the visibility of the brand significantly and engaged world leaders and key influencers.

Impact’s multi-level PR and marketing approach has lead to flagship events in Quebec and Ontario, including a cross country relay. Coverage has included every major network and media outlet. Although the driving challenge is coming up this year in September, JLR has already received incredible news coverage including in CTV, CBC and national newspaper outlets.

The Amethyst Women’s Addiction Centre

The Amethyst Women’s Addiction Centre was suffering from low attendance in its programs. Counsellors attributed this to a lack of knowledge of where the Centre was located, and the exact services which existed. A large-scale PR media effort was implemented by Impact Public Affairs in order to educate Ottawa’s citizens on the importance of women’s issues and addiction services in the city. The initiative focused on all media channels and also included an enhanced social media push to highlight all media appearances for Amethyst’s stakeholders.

A well established relationship with all of Ottawa’s major television networks enabled Amethyst’s messaging to be heard on a massive scale. This in addition to the print-media and radio push resulted in a huge increase in community awareness of the services Amethyst offers the Ottawa community. Due to this concentrated media effort, Amethyst saw a jump in women calling the Centre asking about program information, and a waiting list actually developed due to the increase in volume of women looking to access counseling services.

Total earned media statistics for 2010 were over 3.4 MILLION hits.

Canadian Association of Speech-Language Pathologists and Audiologists (CASLPA)

In September 2006, Impact Public Affairs was approached by the Canadian Association of Speech-Language Pathologists and Audiologists (CASLPA) to advise on government advocacy and public awareness for the dangers of noisy toys. CASLPA wanted to engage their national body of members to alert parents and caregivers to the potential dangers of noisy toys to their child’s hearing in anticipation of the upcoming holiday shopping season.

CASLPA also wanted regulatory change: the noise emissions standards allowed toys that could permanently harm a child’s hearing. With Impact’s help, CASLPA underwent an extensive PR and government relations campaign to bring the issue of the dangers associated with noisy toys to both the public and government decision makers.

Impact developed the following strategy for CASLPA which served to raise the profile of the Association and its concerns:

  • Engage MPs with direct advocacy meetings coordinated by Impact.
  • Engage politicians and political media. Two national press conferences were held at the National Press Gallery in Ottawa to obtain maximum impact and media exposure in October of 2006 and 2007 respectively, just when parents are beginning to think about toys for the upcoming gift-giving season.
  • Demonstrated media and public support to politicians and senior Health Canada officials by repackaging media results for one on one lobbying.


The resulting media coverage was the most comprehensive in CASLPA’s history. TV and radio news stations reported the event throughout the day and the message was featured on many networks’ 6 and 11 o’clock news. Major news stations, newspapers and all major media outlets were also interested by the message. CASLPA representatives were booked solid for interviews for days following the press conference.

Close to 5 million Canadians (over 14% of the population) saw the message in 2006 and the reach of the 2007 message was close to 8 million Canadians (over 27% of the population).

Government Action

Then MP Judy Wasylycia-Leis invited CASLPA to attend a national press conference on Parliament Hill where she announced the tabling of her Private Member’s Bill in support of CASLPA’s initiatives. More recently, Health Canada introduced regulations regarding noise emissions for children’s toys, lowering the acceptable level of emissions as per CASLPA’s request. This shows the impact of successful PR tactics coupled with effective government advocacy!

Canadian Society for Medical Laboratory Science (CSMLS)

Five years ago, the Canadian Society for Medical Laboratory Science (CSMLS) hired Impact to raise the profile of their profession with a goal of seeking specific federal support for the recognition of foreign credentials. The challenge was that the society representing the third largest health profession in the country was almost unknown at the federal level and had never achieved advocacy results federally.

The strategy designed and implemented by Impact was to engage MPs and Ministers in their home ridings by organizing an ongoing series of laboratory tours. In addition, a national advocacy day was created and media messages regarding the importance of labs were produced.


Budget 2009 provided $50 million over the next two years for a national foreign credential recognition framework. Then on November 30th, 2009, the Honourable Diane Finley, Minister of Human Resources and Skills Development and the Honourable Jason Kenney, Minister of Citizenship, Immigration and Multiculturalism, endorsed a new framework in order to enhance and speed up foreign qualification recognition for internationally trained workers. Medical Laboratory Technologists were recognized by the Ministers as one of the first eight occupations in which the framework will initially be implemented. These were major wins for the Society.

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