work / Infoway


Established in 2001, Canada Health Infoway (Infoway) helps improve the health of Canadians by working with partners to accelerate the development, adoption, and effective use of digital health innovations across Canada.
Through various investments, the organization has supported the delivery of quality access to care and more efficient delivery of health services for patients and clinicians. To support the launch of Infoway’s ACCESS Health initiative as part of the organization’s summary corporate plan for 2018-2019, Gene developed and launched ACCESS 2022: a movement to innovate Canada’s health care system that will redefine how Canadians engage with their health care. The campaign aims to engage partners and the public to transform the Canadian health system to become integrated, secure, and focused on digital health solutions, restoring Canada’s health care legacy and modernizing our health care experiences.


  • Government stakeholders and decision-makers
  • Health care practitioners
  • Digital health industry and innovators

Tactical Plan

ACCESS 2022 acts like a grassroots political campaign to catalyze digital health innovation in Canada, using strategic media and public relations communications to engage key audiences in the transformation.

The first phase of the campaign, Own Ottawa, aimed to influence key government stakeholders through holistic communications pieces — opinion editorials, byline articles and broadcast interviews — ultimately driving them to the ACCESS 2022 website to Join The Movement and become part of the alliance.

Results and Impacts

From October 2018 to March 1, 2019, we captured the following results:
  • 18M+

    earned impressions

  • 860,664

    Youtube pre-roll ad impressions

  • 609,848

    Facebook ad impressions

  • 1,000+

    members have joined the movement

  • 30-second

    view-through rate of 45% on ACCESS Anthem video, which is unprecedented for YouTube pre-roll views