Case Study

Business Coalition for Vaccination

CAE called on TACT to support it in developing a comprehensive government relations and public affairs strategy to convince the Quebec government to accept the private sector’s assistance in accelerating mass vaccination.

In mid-January 2021, the government dismissed private-sector assistance. Sixty days later, the Health Minister formalized private companies’ involvement during a joint press conference with the president of CAE.

Challenges

Avoid putting the government in a politically delicate position while applying healthy pressure.
Manage potential negative public perception regarding the private sector’s role, given the distrust toward private involvement in healthcare.
Avoid complicating the government’s work, as it is already busy managing the pandemic.

Objectives

Encourage the government to accept private sector assistance to accelerate the vaccination campaign and support economic recovery.
Highlight CAE’s leadership in driving the initiative.

Strategic Directives

How public-private collaboration led to a historic vaccination campaign

To achieve the established objectives, we developed a set of complementary strategies, all executed within just a few weeks through an accelerated blitz of influence activities. This ultimately led to a historic vaccination campaign born of public-private collaboration.

Organized individual meetings with business leaders across Quebec to convince them to join the movement at their own expense.

Established partnerships with key business associations.

Conducted a nationwide public survey, which showed that most Canadians were highly supportive of private-sector involvement.

Persuaded the government to hold the launch event for the workplace vaccination campaign at CAE.

Offered an exclusive to a media group to gain significant visibility around the centre's official opening.

Results

+ 580

media mentions

+ 165 million

total reach

Following CAE’s launch of the initiative to accelerate Quebec’s vaccination campaign, the company received unprecedented media coverage:

Over 580 media mentions within six weeks
A total reach exceeding 165 million
A positive tone in nearly 90% of mentions
CAE’s presence on all major media platforms in Quebec
Coverage across all Canadian provinces, along with strong visibility in the United States and Europe
Public thanks from several government members, including the Premier and deputy premier of Quebec
Involvement and significant collaboration from the government and many major companies in the province

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Case Study

Business Coalition for Vaccination

Challenges

Objectives

Strategic Directives

How public-private collaboration led to a historic vaccination campaign

Results

+ 580

+ 165 million

Inspiring projects

Discover all our case studies!

Our offices

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