Marketing Communication
Association des chirurgiens dentistes du Québec
Mords dans ton avenir.
Dental clinic career enhancement campaign
Who is ACDQ?
The Association des chirurgiens dentistes du Québec (ACDQ) has over 200 member clinics in Quebec. It aims to defend the interests of its members, and is recognized as the avant-garde leader in the dental community. The ACDQ considered how to update the public’s perception of the dental field and its career opportunities, given the difficulty member clinics have in recruiting staff for key positions (secretary and dental hygienist, in particular).
Our mandate
- Creation of a new employer brand specific to the dental field
- Updating the image of the dental field
- Campaign to promote and raise awareness of careers in the dental field
- Traditional and digital media strategy
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Exploration stage
Following a comprehensive employer branding initiative, the ACDQ decided to invest in a brand awareness and promotion campaign to support its strategic objectives by raising the profile of the profession of dentistry in Quebec. Following a research and strategy phase based on personas, their current perception of the industry and biases related to dentistry, a member survey was carried out to fully grasp the field’s greatest strengths and build campaign messages from the voice of clinic staff. The media strategy was based on the personas and their media consumption habits: social networks, Google, Spotify, digital banners in web environments specific to the target audience’s interests, TV, digital TV, radio and bus shelters.
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Creation stage
In creating the concept for this campaign, it was crucial to update the image of dentistry in Quebec to make the industry attractive and even fun in the eyes of the public. There was also the challenge of proposing a concept that could be adapted by each of the ACDQ’s member clinics, notwithstanding their own commercial brand image. Through research and visits to dental clinics, pastel colors such as blue, pink and turquoise were found to be predominant in most clinics in various ways, and this was the starting point for the proposed concept.
Accompanied by the signature Mords dans ton avenir, the final visual concept uses objects from the field to create a playful look that conveys the campaign’s key messages.
Results
Before officially launching the dental brand awareness campaigns, the ACDQ made sure to provide each member clinic with a kit – a USB medium containing a range of editable files in the employer brand colors that could be used and customized by dental clinics wanting to let people know they were part of the campaign.
The first year of the campaign in 2022-2023 achieved incredible results in just 9 months. For digital placements, these are:
- Over 8M impressions
- Over 21,000 clicks
The ACDQ chose sept24 to continue its campaign in 2023-2024, surpassing the previous year’s results over a shorter campaign duration of 4 months:
- Nearly 11M impressions
- Over 30,000 clicks
The second phase of this second campaign year promises dazzling results!
The team behind the project
Stéphanie Gibeault
Kareen Emery
Ariane Rosa
Mathilde Volland
Carol-Anne Massé
Laurie Choquet-Blanchette
Philippe Pelletier
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