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Creating a Campaign
The Image of Care campaign was developed by CAMRT staff and a national steering committee, with the assistance of the creative team at Acart Communications, a full service advertising and marketing agency based in Ottawa. The campaign will have multiple elements, from a national print and web advertising campaign and companion brand microsite, to tools and guidelines that support members of the profession to become brand champions in their workplace and in their community.
It will also be fun, with activities that reward members of the profession for their creative demonstrations of how they are the very image of care in the upcoming video contest, and opportunities to plan events that share the branding messages with the community during your MRT Week celebrations.
Elements of the campaign:
- Print advertisements appearing in the June 2011 and September 2011 issues of both Reader's Digest and Sélection magazines
- The formal campaign launch on June 2nd at the CAMRT Annual General Conference in Saskatoon
- Banner advertisements on the Reader's Digest website during the same time frame as the print ads are published;
- Sponsorship of the Reader’s Digest online health newsletter
- The Image of Care website, www.imageofcare.ca
- A rebranding toolkit, designed to provide organizations and individuals within the MRT profession with the necessary tools to conduct their own campaigns and bring awareness to the profession in their workplace and their community.
- A video and photo contest – produce and direct your own video or submit photos that illustrate how you see MRTs demonstrating the Very Image of Care.
- MRT Week 2011, November 6-12, 2011: a weeklong celebration of how Canada’s medical radiation technologists are the very image of care
- Send your suggestions on ways that MRTs can champion their brand to Kate Slean so we can add them to the rebranding toolkit .