Nova Scotia Health is working with subject matter experts (SMEs) and partner organizations to implement a public education campaign to raise understanding about grief, bereavement, trauma, and resiliency. This initiative aligns with Mass Casualty Commission (MCC) Recommendations (C.11) and was launched this spring. Sponsored ads ran across social media, radio and other outlets over the month of March and into early April.
The goal of the campaign was to drive traffic to a centralized landing page, ensuring that key audiences – including those affected by the mass casualty event of April 2020, healthcare providers, and the public – can easily find and access information materials.
The March 2025 campaign was built on the "Blue Paint" concept, a creative representation of emotional healing and resilience. The inspiration behind this concept is the idea that we sometimes delay activities when we are experiencing grief. In this campaign, we depict an individual preparing a room for painting, resetting the space, and ultimately acknowledging the changes. Key campaign goals included:
- Raise awareness of available grief, bereavement, trauma, and resiliency resources.
- Drive engagement with the campaign landing page
- Align messaging with existing healthcare and government initiatives supporting grief, bereavement, trauma, and resiliency understanding.
- Ensure campaign materials are accessible and widely distributed across multiple channels.
Voice-over Script – March 2025
Viewers of the 15-second video and radio ads for the March 2025 campaign would have heard the narrator say:
Life changes.
Sometimes unexpectedly.
And because some changes can be hard, you can find resources about grief, bereavement, trauma and resiliency at n.s. health-dot-c.a.-slash-life changes.
A message brought to you by Nova Scotia Health.