Courage to Come Back Awards

Coldwater Communications collaborated with Coast Mental Health (CMH) to promote four recipients of the Courage to Come Back Awards and CMH's Peer Support Program. The annual awards celebrate remarkable individuals who have overcome significant obstacles, highlighting their resilience and recovery in the face of adversity. The campaign focused on amplifying these individuals' stories across various media channels, including online, print, radio, and television outlets. This resulted in extensive local and national coverage, raising awareness about the awards and CMH’s novel approach to mental health support.

Approach

Coldwater Communications implemented a targeted media strategy designed to reach a broad spectrum of audiences across British Columbia and beyond, from local communities to national platforms. The strategy involved:

• Tailored Pitches: Custom media pitches were crafted to fit each award recipient's unique story, focusing on their regional relevance and the overarching themes of resilience and mental health.
• Localized and National Focus: The campaign prioritized local BC markets linked to the individual recipients, while also aiming for national visibility, resulting in significant placements, including a national feature in the Toronto Star.
• Recipient Spotlights: Four of the five Courage to Come Back Award recipients—Dr. Barney Williams, Casey Wright, Bernadine Fox, and Chloë Angus—were made available for interviews and coverage, drawing attention to their personal journeys and achievements.

Key Campaign Tactics

• Extensive Media Outreach: Coldwater reached out to 134 media contacts, including primary, secondary, and tertiary outlets, spanning print, radio, television, and digital platforms.
• Localized Pitches: Customized media pitches for local markets that resonated with the unique narratives of the recipients. For example, Dr. Barney Williams' Indigenous heritage and his focus on reconciliation made his story highly relevant for both local and national audiences.
• Earned Media Focus: Prioritizing earned media coverage, Coldwater secured placements across multiple platforms, ensuring widespread visibility of the Courage to Come Back Awards and the Peer Support Program.

Results

Coldwater Communications successfully secured 39 pieces of media coverage for the 2022 Courage to Come Back Awards. The coverage was widespread, with 37 online articles and 2 print features, focusing on the personal stories of the award recipients and the broader mission of CMH. Notable results include:

• Vancouver Sun Feature: For the first time in the history of the Courage to Come Back Awards, a feature was secured in the Vancouver Sun. This article highlighted Dr. Barney Williams’ journey and his work in Indigenous mental health and reconciliation.
• National Coverage in the Toronto Star: Dr. Barney Williams also received national recognition through a feature in the Toronto Star, amplifying the impact of the awards beyond BC.
• Interviews Across Media Outlets: Each of the four recipients was interviewed by local or regional media, with their stories shared across print, radio, television, and online platforms, emphasizing the impact of their personal journeys and the awards’ role in celebrating resilience.

Impact

The Courage to Come Back Awards  media campaign achieved significant milestones, enhancing the visibility of both the recipients and Coast Mental Health’s initiatives. The media coverage amplified the importance of peer support in recovery and mental health, and drew attention to CMH’s innovative programs, which empower individuals further along in their recovery to assist others. Coldwater Communications’ strategic approach helped elevate the awards' profile, positioning them as an integral platform for recognizing courage in the face of adversity. This campaign solidified the Courage to Come Back Awards as a prominent event in BC’s landscape, while also expanding its reach to national audiences, setting the stage for future success in honoring remarkable stories of courage.