ZGM Modern Marketing Partners

ZGM Modern Marketing Partners was hired by the Distress Centre Calgary, a charitable organization, to launch a mass awareness campaign. The campaign was designed to educate the public on the difference between emergency number 911 and the non-emergency support line 211, which connects individuals to community and government resources. ZGM was selected through a Request for Proposals process, with their previous successful work on a similar campaign for 211 Alberta being a contributing factor. The campaign strategy included TV, radio, online content, social media and search engine marketing, with ZGM successfully securing free advertising for TV spots and online content. As more funding became available, a second phase was launched, incorporating digital billboards and targeting marginalized and multicultural audiences. The project was a collaborative effort, with staff from both the Distress Centre and Calgary Police involved throughout, and the Account Manager at ZGM ensuring smooth progress.