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You can’t change your field without engaging your field

The field of public engagement continues to evolve—especially in the context of complex, high stakes decision making.

For more than 25 years, the IAP2 Spectrum of Public Participation (the Spectrum) has served as the cornerstone framework for how public participation is understood, practiced, and evaluated across sectors and geographies. 

ChangeMakers has been proud to support IAP2 Canada in contributing to the global evolution of the IAP2 Spectrum by designing and hosting engagement to bring Canada’s voices, values, and practices to the table in shaping the next version of this foundational tool. 

Why We Engaged  

You can’t change your field without engaging your field.  

As engagement professionals, we are no strangers to navigating change, but we also know that change can be challenging. Engaging practitioners meaningfully on the Spectrum required opening space for reflection, conversation, and collective insight within our field. 

As a strategic partner to IAP2 Canada, ChangeMakers led the development of a national Thought Exchange survey, interviewed interest holders, and convened practitioners at the IAP2 North American Conference in Ottawa to gather insights, test language, and surface tensions about the Spectrum.  

We asked: How should the Spectrum serve our field and the public for the next 25 years? What is working well? Where is it holding us back? Does everyone see themselves reflected in the spectrum process? 

What We Learned, and What It Means 

Our engagement surfaced a wide range of perspectives on the Spectrum – some saw it as a vital tool for managing expectations and engaging effectively, while others found it limiting or felt it no longer reflects the realities of their communities. Bringing divergent viewpoints together was essential to ensuring that any changes explored reflect a breadth of needs and experiences. 

This process deepened our understanding of what is at stake. The Spectrum is more than a visual in an engagement plan—it’s a signal to the public about how their voices will be treated, and a tool for institutions to build legitimacy in their decision-making processes. That power demands accountability, adaptability, and clarity. 

What’s Next? 

When IAP2 International publishes the updated Spectrum, ChangeMakers will be among the first to renew and refine our internal approaches to align with this evolution in the practice of engagement to meet the public’s expectations, and we will help our clients do the same.  

Our call to action is: Be bold in your field. Engage with your peers to explore the possibilities of change. Be excited to innovate and push your practice while being open to hearing others’ experiences and perspectives — because that is where deep insights, great ideas, and shared solutions emerge.We’re proud to be part of a growing, global community of public engagement practitioners and to be playing a key role in advancing this important work. 

Are you reflecting on your organization’s approach to engagement and how it can be most impactful in creating or navigating change? Or are you stumped by a particularly complex project? Reach out, we’d love to chat. 

About the Authors

Sarah Chau Bradley  / Director, Engagement, Strategic Communications

Sarah is a communications and engagement professional with expertise in tailored consultation for diverse urban communities. She brings ten years of experience from the private, public, not-for-profit, and philanthropy sectors and strives to create spaces for engagement that are welcoming, inclusive, and culturally relevant. 

Rhianne Fiolka  / Manager, Engagement and Communications

Rhianne Fiolka is a Manager of Engagement and Communications at ChangeMakers, specializing in urban planning, equity, and accessibility-related projects. Rhianne is passionate about Equity, Diversity, and Inclusion (EDI), facilitating authentic conversations, and promoting social justice.

Chrystiane Mallaley  / SVP, Engagement

Chrystiane is a long-standing IAP2 member and leads ChangeMakers’ Indigenous, Public, and Interest Holder Engagement Services. She partners with Indigenous and non-Indigenous governments, businesses, not-for-profit organizations and communities to strengthen relationships and create meaningful engagement on complex projects and policy challenges.

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Health

The world of healthcare is constantly changing.

Novel molecules, innovative mechanisms of action, new indications, loss of exclusivity, drug shortages, reimbursement challenges, evolving models of care… and the list goes on.

At ChangeMakers Health, we help clients navigate today’s complexities and anticipate tomorrow’s challenges — all in service of improving care and creating better lives for patients.

We partner with pharmaceutical companies, healthcare organizations and patient advocacy groups. Together, we help patients access potentially life-saving and life-changing medications and treatments. We educate patients and the public about chronic conditions and treatment options. We work to strengthen our healthcare system — ensuring people receive accurate, empowering information to support informed care with our dedicated healthcare providers.

To find out more, or engage our team, email us at:
health@thechangemakers.com

Expertise

Health

PR & reputation management

Reputation management in healthcare is built on strong relationships. Relationships which can only be developed through years of hard work and responsibility. We have decades worth of experience to draw upon and have established strong ties with the who’s who of health media.

Key PR & reputation management services

  • Advocacy and stakeholder engagement
  • Crisis and issues management
  • Data intelligence, monitoring and newsjacking
  • Executive positioning and thought leadership
  • Influencer/content creator partnerships
  • Media relations
Health

Marketing & advertising

Pharmaceutical marketing in Canada is complex. We know how to navigate strict regulations and how to work within the guidelines to create breakthrough work — and we’ve got PAAB and Ad Standards wins to prove it.

Key marketing & advertising services

  • Ad boards
  • Brand Strategy
  • Creative concepting, design and production
  • Digital marketing: websites, SEO/SEM, display, AR/VR, social media, CRM
  • DTC and HCP marketing campaign development
  • Medical writing

Collaborations

  • Abbvie
  • Crohns and Colitis Canada
  • CSL Behring
  • GSK
  • Johnson & Johnson Innovative Medicine
  • Takeda

Endorsements

There are a small number of projects in my career that I remember as the most memorable (for the right reasons). And Locked Out is one I have added to my collection. And the Changemakers team was a partner for that journey. Glad to know it’s also a source of pride for you too!
Paul Kilbertus

Crohn’s and Colitis Canada
Senior Manager, Communications and Public Relations

Leadership team

Meaningful change is not possible without collaboration because trust is foundational to great work. Our goal is to become an extension of your team, building a strong and lasting relationship

AutumnGehring
Autumn Gehring
VP, Client Partner
CarolineDeSilva
Caroline De Silva
SVP, Consumer
Jennifer Fox
Group Account Director
KylaBest
Kyla Best
VP, Health, Food & Trade
MichaelService
Michael Service
SVP, Healthcare Strategy
RobMcEwan
Rob McEwan
EVP & National Leader, Health

What complex challenges can we help you navigate?

Email us:
health@thechangemakers.com

Featured work

View all our work

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The lost art of strategy: How to effectively communicate corporate values 

The days of products being purchased exclusively for their utility are over. Modern consumers look beyond goods and services to the brands and companies behind them, seeking to understand their values. Communicating values has rightly become a major part of branding – as the rainbow flags, LGTBQ content and community engagement during pride month by major brands can attest. But while there is great value in values, there is great reputational danger in being perceived as inauthentic. If you position yourself as an ally in June, you had better be an ally in February – or risk the consequences.

The spring and summer of 2023 found two large companies in hot water around well-intentioned public actions related to Pride Month. ChangeMakers’ reputation experts examined these cases and the data behind them to determine how these initiatives could have been executed differently to ensure less reputational risk.

Bud Light & Dylan Mulvaney

In April 2023 Bud Light launched an influencer campaign partnership with Dylan Mulvaney, a transgender TikTok star. A limited amount of beer cans with Dylan’s image were distributed and though the campaign was limited in scope, designed to speak to Dylan’s social following, it was picked up by national media, and a massive controversy ensued.

Bud Light’s sales plummeted more than 25%, and it was knocked from its thrown as the best selling beer in US. The backlash to the partnership was harsh, and many conservatives pledged to boycott. But this was only half of the brand’s problems. Bud Light’s CEO issued only vague statements in response, neither wholly apologizing nor concretely standing by the partnership. This led to a second round of backlash, this time from liberals angry that Bud Light seemed to cave to pressure. Dylan herself put it best: “For a company to hire a trans person and then not publicly stand by them is worse than not hiring a trans person at all because it gives your customers and others permissions to be as transphobic and hateful as they want.”

Bud Light managed to offend social conservatives and then failed to support Mulvaney individually, as well as the broader transgender community leading the Human Rights Campaign (HRC) to revoke Bud Light’s “Best Places to Work” distinction.

The impact to the brand was devastating because the gulf between values and strategy was laid bare.

Target and Tuck Friendly Bathing Suits

That year, retail giant Target added new merchandise for Pride month, including tuck-friendly bathing suits for transgender women. A public backlash ensued and the retailer quickly removed the product. In response to the flurry of criticism, Target’s CEO Brian Cornell defended the merchandise, saying selling them was “the right thing for society.” But many noticed that the product was still removed from most stores, again sparking and additional round of backlash and criticism as supporters questioned whether the company’s commitment was truly authentic. If it was the right thing for society, why were they removed? If removal meant that Target was wrong, why did the do it in the first place?

Target lost more than $10B in market capitalization in the span of 10 days, with shares of stock plummeting to their lowest levels in more than three years.

Two Big Misses

Together, Target and Bud Light lost an estimated $28B in market capitalization during Pride month 2023 alone. Though the stock and reputation did eventually rebound, the sales and reputational losses were felt deeply at the company. It’s clear that neither Bud Light nor Target had a sophisticated communications strategy in place when planning for these progressive and inclusive initiatives, as well as campaigns. Their ham-fisted approaches left them unprepared for a crisis they should have seen coming in our politically and socially divisive society. And worst of all, it alienated shareholders and stakeholders alike.

So, does that mean companies should abandon their efforts to promote and live their values entirely, and never fight for social change? No. It’s still vitally important for companies to have, and deliver on, their values. What is important though, is that it remains authentic.

Two Upheld Promises.

Two companies in particular – on competing ends of the political spectrum – execute on their promises seamlessly, leaving consumers with full authority to buy what they are selling. Or not.

Chick-fil-A, widely known for its conservative and Christian values, has consistently and proudly expressed its beliefs throughout its brand identity. Their purpose is clear for all to see: “To glorify God by being a faithful steward of all that is entrusted to us. To have a positive influence on all who come into contact with Chick-fil-A.” Despite facing controversy and boycotts through the years – primarily around which charitable organizations the company gives to— Chick-fil-A has remained steadfast in its position while growing exponentially. Owning their values and staying true to company beliefs have been crucial to continued success, even if it means facing challenges from opposing viewpoints along the way.

Similarly, in 2022 the beloved Ben & Jerry’s brand announced that their ice cream would no longer be sold in occupied Palestinian territories, citing concerns about violations of human rights and international law which went against their stated values and commitments to social justice. This decision sparked both support and criticism including concerns for economic impacts to Palestinians, double standards for not stopping sales elsewhere, and belief that it was too politically motivated. A legal battle ultimately changed the companies stance, but Ben & Jerry’s ultimately stayed true to their values and remained clear and consistent on their stance, maintaining their strong and loyal customer base.

Value Authenticity.

Chick-fil-A and Ben & Jerry’s have an inherent advantage — the positions they take are nothing new to their consumers. It’s who they’ve always been. Many liberals eat at Chick-fil-A and conservatives buy Ben & Jerry’s despite disagreeing with certain aspects of their political views. Why? Because it’s not a surprise. In many cases, it’s also not “in your face” as the central focus of national marketing campaigns. It’s truly authentic. And if these organizations are questioned, they respond quickly with statements and actions that lean into their corporate values. Consumers respect companies who are true to themselves and do not appear to be cashing in on a particular social or political movement.

Bud Light, on the other hand, has generally strayed from seemingly political issues because they were “above” the noise, as a “beer for everyone.” Target is similar in its appeal to families who want reliable clothes and products at a reasonable price point. But instead of playing into their strengths, both brands “jumped the shark” with firm positions that forced their customers to take a side on one of the most divisive issues in society today. To make matters worse, their subsequent backtracks jeopardized the support of the very audience they were trying to reach and respect.

Our team at ChangeMakers counsels corporate clients who want to express their values in a way that supports their business goals, whether that means expanding market share, increasing employee engagement, building customer loyalty, or advancing shareholder interests. The reality is, no matter what a national or global survey says is “best practice,” every company is different.

There is not one-size-fits all approach.  That’s why we typically adhere to the following core principles when advising our clients:

  • Know your corporate values. It seems simple, but executives in marketing departments and executives in finance don’t always share the same priorities. This is especially true considering the left-leaning groupthink that is prevalent in marketing. What are the values that bond your C-Suite, employees, and customers together? Is it truly authentic or is it forced? If it’s diversity and inclusivity — that’s terrific. But the resulting tactics to express that must resonate with all stakeholders in a way that strengthens market share and advances the company’s core goals.
  • Look in a mirror first. Diversity, equity and inclusivity work starts inside your organization. A corporation and its employees can be genuine allies without the public fanfare. Often more effectively than a business that hangs a rainbow flag June 1 and takes it down June 30. Will your actions be viewed as performative by your employees, their families and those you are saying you stand by?
  • Know your customers. Again, this may seem simple, but the backlash in the Bud Light and Target example was predictable. ChangeMakers proprietary Data Intelligence software does just that: analyzes customer, industry and other data that helps form a successful marketing and communications strategy that still achieves corporate goals (in the case for Target and Bud Light, supporting the transgender community). Here are two examples:
    • Online audiences were resonating with content that suggested Bud Light is for “manly” men. A TikTok with over 25K likes from May 2022 that continues to circulate today shares two friends singing a song about their preference for Bud Light over seltzers. To the tune of Ice Ice Baby by Vanilla Ice they sing: Don’t be a pansy…. Sh*t ain’t manly…Bud Light, Baby. These lyrics coupled with the high-level engagement shows a broad audience of users expecting Bud Light to be enjoyed by someone who is “manly”. The high engagement should have been a red flag for Bud Light—in their current landscape and based on their audience’s current mindset—a transgender female at the forefront of an online campaign would come as a surprise to these users.
    • Red states were driving Bud Light related activity. Demographics of those discussing Bud Light before the Mulvaney partnership show Texas City/Texas as the leading region, accounting for more than 10% of activity the 12 months prior. During this time, Texas lawmakers passed bills banning puberty blockers and hormone therapy for transgender kids, restricted college sports teams trans athletes can join, and expanded the definition of sexual conduct in a way that could include drag performances. Users from Florida, a state passing similar types of legislation, accounted for the fourth largest share of Bud Light mentions, approximately 7%. 
    • Combined, these two conservative-leaning states drove almost a fifth of the worldwide Bud Light activity in the past year. This should have been another consideration—are they comfortable sparking criticism from a notable portion of their online supporters by partnering at this time, and in this way, with Mulvaney?
  • Doing nothing is an option. Contrary to many marketing and communications professionals who tend to always recommend action to justify a high retainer, sometimes doing nothing – or doing it with a lighter touch – is the most strategic option. Warren Buffett’s famous quote applies here: “Rule number one is to never lose money. Rule number two is never forget rule number one.” While this is easier said than done in investing, it’s also easily applicable in communications. Always examine the downside before becoming too enchanted with the potential upside. Reputation now accounts for roughly 70% of corporate value. Nothing is more important than protecting it.

ChangeMakers works diligently to understand our clients’ corporate goals and then help achieve those objectives through the most sophisticated data, strategy and tactical execution possible. But above all, we help foster authenticity as the best way to protect reputations and grow your brand and market.

About the author
The ChangeMakers Data Intelligence Team / 
Our in-house Data Intelligence team helps build stronger and more resilient organizations through programs that identify, measure, and manage drivers of reputation.  This team offers a rare blend of data and analytics, proprietary technology, and a deep bench of experience, to help our clients navigate the unique complexity facing organizations today.
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A Q&A on tech comms with David Troya-Alvarez

We sat down with David Troya-Alvarez, a Director and Tech Specialist on our Corporate & Public Affairs team, to discuss the evolution of the technology industry and the communicator’s role in telling tech companies’ stories.

Q: What first piqued your interest in technology communications?

I was drawn to this side of PR due to the dynamic nature of the work, especially during a time of rapid growth in the tech industry. Since rooting my career in this area eight years ago, I’ve been lucky enough to witness Canada become a global tech leader with significant growth potential for major brands. I’ve helped global tech brands invest in our market by launching new offices and supported several brands in finding opportunities to create a Canada-first approach when launching products. There are strong opportunities to help tech brands shine and it’s been incredibly rewarding to be a part of how the tech ecosystem has evolved.

What became very apparent early on was how many industries technology comms touches. From highlighting how tech products can help a local small business grow to executing large consumer events, all while navigating the impact technology has on society, it’s safe to say that no two days have been alike in this work.

Q: What do you enjoy most about this work?

My favourite part about technology communications is working with brands that drive real-world impact and having a part in the transformative change championed by these companies.

I’ve had the privilege to travel across Canada to hear directly from people how tech products have changed their lives, grown their businesses and allowed them to find their communities. It’s exciting to see how our team has a role in driving the awareness—and often the usage— of these apps, products and services that support millions of Canadians every day.

Q: How has our approach to technology communications evolved over the years?

The firm’s technology practice has significantly grown since I joined the team almost a decade ago! In our early days, practice groups were small (but mighty), and we supported proactive campaigns to highlight brand impact across the country.

As we’ve evolved as an organization, so too has the nature of the work and how we support clients. Our teams are significantly more involved in our clients’ day-to-day activities as an extension of their team and we’ve become industry experts in navigating the regulatory spaces in which our clients and partners operate.

With the changing media landscape, we’ve also had to adapt and expand how we tell stories. Early on, my focus was on securing traditional media coverage for clients (who doesn’t love to see their partner organization featured on the front page of The Globe and Mail?) However, with the growth of online platforms, a rise in the pay-to-play model with consumer media, and the increasing prominence of content creators, audiences are consuming news much differently than in the past. We’re constantly pivoting to new approaches for engagement as we realize how important it is to reach audiences where they spend their time.

Our base of tech clients has also grown. From the world’s largest social media companies, to global streaming apps and fintech clients, our team has a wide breath of experience in global technology across several industries – and each has its own unique challenges and opportunities to create impact.

Q: What is one thing that you wish people knew about this type of communications work?

Communicating about (and within the context of) technological developments requires a deep understanding of audiences and stakeholders. We operate primarily in Canada, which is not a singular market; it’s a collection of different regions, languages, and cultural backgrounds, each with its own distinct characteristics. Often, a message coming from a global company may not land in the same way for a Canadian audience. As communicators, we need to take care to provide local context for our storytelling to make sure that our clients’ news is relevant and lands appropriately with key targets.

This approach can also be applied to the tech space in which our clients operate. For example, while the tech scene in Toronto might focus heavily on fintech and AI advancements, Vancouver has a growing clean tech sector, and Montreal is renowned for its contributions to gaming and artificial intelligence research. Each of these regions has distinct priorities and interests, which means that a one-size-fits-all message may not effectively engage all Canadian audiences.

Q: Organizations are increasingly describing themselves as “tech companies.” In your view, what qualities make up a tech company?

An organization that is focused on building technology—as both a product and a driver of innovation. Whether it’s through software, hardware, or manufacturing, a tech company helps push the boundaries of what’s possible. A key component of that is creating an environment that embraces change, values creativity, and supports ongoing research and development.

Q: What would you say are the biggest risks and opportunities for companies in the tech space?

A major concern in Canada is the rapidly evolving regulatory environment, which can vary by province and often lags in understanding technological advancements. Navigating these regulations, especially related to artificial intelligence, data privacy, safety and cybersecurity, poses challenges that could affect operations and their ability to do business in Canada. These challenges can impact tech companies of all sizes, and it’s important as their PR partners to communicate and engage with the right stakeholders, media, consumers and local regulatory bodies to build trust and demonstrate a commitment to transparency.

However, Canada also presents remarkable opportunities for tech companies. We have a strong talent pool that attracts global tech hubs interested in expanding their market reach. Canada also has a strong emphasis on research, particularly within the AI community, and there is significant investment from foreign tech companies to help drive substantial growth for innovation. With our local expertise, we can help highlight a brand’s role in driving innovation and growth, while further building on the company’s reputation as a tech leader helping drive the Canadian economy.

Q: What are you hoping to accomplish with your tech communications work?

I hope to continue building on the rapidly growing roster of tech brands that we have the privilege of collaborating with, while expanding into new high-growth areas. I want to see our company further emerge as the go-to agency for technology brands to build their presence in Canada, and with our experience, I know we can help them get there.

Want to learn more about our technology communications work? Let’s connect!

Email | LinkedIn

About the author
David Troya-Alvarez / Director, Corp & Public Affair
PR & Advisory
David specializes in technology communications at Argyle, leading profile-building and issues management for some of Canada’s largest technology brands to help tech companies promote understanding and adoption of their products and services – in ways that demonstrate ethics and social responsibility. David has been a key leader in building our tech practice over his past eight years at ChangeMakers.

Internships at ChangeMakers

Unlock Your Future

At ChangeMakers, we’re committed to cultivating talent and fostering innovation. Our internship program is designed to give you hands-on experience, valuable mentorship, and the chance to contribute to exciting projects. 

About Us

ChangeMakers is a newly formed group of leading partner-led communications, marketing and engagement agencies. Comprising Argyle our public relations and engagement agency, Believeco our full-service marketing agency, and Castlemain our Indigenous advisory firm, our mission is to be one of North America’s most acclaimed full-service agencies. 

ChangeMakers has been chosen by some of the world’s top brands and is rising as one of Canada’s largest and fastest-growing firms in communications, media, marketing and social impact services. We are celebrated for our high standards, productive relationships, exceptional work environment and a distinguished array of awards from industry peers. 

Our specialties include

  • Corporate communications 
  • Social change 
  • Consumer/Lifestyle marketing 
  • Public engagement 
  • Branding 
  • Food and beverage marketing 
  • Public Affairs 
  • ESG (environmental, social, and governance) 
  • Agribusiness trade marketing 
  • Digital marketing 
  • Web development  
  • Project management  
  • Indigenous engagement 

Why Chose Us?

  • Hands-On Experience: Get involved in meaningful projects that matter. 
  • Mentorship: Learn from industry experts who are dedicated to your growth. 
  • Networking: Build connections that will last throughout your career. 
  • Skill Development: Gain practical skills that enhance your professional journey. 

Who We’re Looking For

We value motivated individuals who are proactive, eager to learn and committed to excellence. Whether you’re a student seeking valuable experience or a recent graduate looking to jumpstart your career, our internship program is designed to provide you with hands-on learning opportunities that align with your career goals.  

How to Apply 

  1. Browse Opportunities: Check out our available internships. 
  2. Submit Your Application: Send us your resume and a cover letter through our online portal. 
  3. Interview: If selected, you’ll be invited for a chat to discuss your interests and fit. 

What you need to be successful

Must haves:

  • Be eligible to work in Canada 
  • Be enrolled in a Canadian university throughout your internship 
  • Be able to work on-site in the province where you are hired if applicable 
  • Excellent communication skills in English (spoken/written). French is an asset 

Important Dates 

Winter Internships 

  • Application Deadline: Late November to February
  • Dates: January to March 

Summer Internships 

  • Application Deadline: February to early March
  • Dates: May to August 

Fall Internships 

  • Application Deadline: Late May to early July
  • Dates: September to December 

Shaping Your Career

Are you passionate about doing exciting, creative and impactful work? Do you thrive in fast-paced work environments? 

Do you seek opportunities to innovate, disrupt or challenge the rules? Do you do your best work with teammates that motivate you to be your best self? If so, we would like to meet you! 

We are looking for a creative and innovative individual to join our team as an intern.  

ChangeMakers’ internship program gives students and recent grads real, hands-on industry experience as members of a talented, collaborative team focused on solutions that help to engage audiences and solve challenges. We work hard to deliver meaningful results for clients, and take the time to celebrate the wins together. 

FAQs

Is this internship paid?
Yes, our internships are paid! We believe in valuing your contributions and ensuring you gain meaningful experience. 

Can I apply for multiple positions?
Yes, you can apply for multiple positions, as long as your qualifications align with the roles. We encourage you to explore different opportunities! 

Ready to Get Started?

Don’t miss this opportunity to jumpstart your career! Apply now and take the first step towards a bright future with ChangeMakers! 

Privacy policy

Introduction to our Privacy Policy

At ChangeMakers, we are committed to protecting your privacy of visitors to our website: thechangemakers.com (the “Website”). This Privacy Policy outlines our practices regarding the collection, use, and disclosure of your information when you visit our Website. 

Please read this Privacy Policy carefully to understand how we will treat your information before you start to use our Website, our services, or communicate with us. By using our Website, our services, or communicating with us, you acknowledge that your Personal Information will be processed in accordance with this Privacy Policy, including any updates and amendments. Your use of our services is also subject to any applicable terms of use, including any terms available at  (“Terms of Use“). 

Information We Collect

We collect the following types of information: 

  • Personal Information is information that relates (directly or indirectly) to you. Specifically, we may collect and process, among other things, the following information about you: 
  • Personal identifiers, such as your name, address, email address, telephone number. 
  • Web use information, such as IP address, website, other unique identifiers associated with you, your computer or other mobile device, your internet or other electronic network activity. 
  • Other information voluntarily provided to us by you when contacting us through the Website or responding to calls to action on the Website, e.g., user submissions, subscription requests, requests for further information about our services. 
  • Non-Personal Information is information that does not relate to you, such as aggregated, de-identified, or anonymous data. This type of information gives us insights regarding, for example, how visitors use the Website and which sections are of interest. This information is used for our commercial purposes, including to ensure the effectiveness of our Website, email communications and that marketing efforts continue to appeal to existing and potential clients and collaborators. Additionally, we may collect aggregate or anonymized demographic information while providing services to our clients, such as demographic information about an audience’s particular interests. 

How We Collect Your Information

Information You Provide 

We collect information you voluntarily and manually provide when you use our Website, such as when you purchase or access services or certain content on our Website, sign up for our email list or newsletter, submit a form, send us questions, or interact with us through this Website. Some of the information you manually provide may be personal information, such as your name or email address. 

Information from Your Website Browser or Mobile Device 
We collect information that is sent to us automatically from your browser or mobile device, such as your IP address, the name of your operating system, the name and version of your browser, date and time of your visit, page(s) you visit and length of time you spent on each page. The information we receive may depend on your browser or device settings. Information received from your browser and mobile device typically is not, in and of itself, personally identifiable. However, we may combine it with other information that does identify you. 

Tracking Technologies 

Use of Google Analytics

This website uses Google Analytics, a web analytics service provided by Google, Inc. (“Google”). Google Analytics uses cookies to analyze activities on and use of the Website to improve the navigation, content, and design of the Website. The information generated by the cookie about your use of this site (including your IP address) will be transmitted to and stored by Google on servers in the United States. Google will use this information for the purpose of evaluating your use of this site, compiling reports on website activity and providing other services relating to website activity and internet usage. Google may also transfer this information to third parties where required to do so by law, or where such third parties process the information on Google’s behalf. By using this website, you consent to the processing of your data by Google as described. For more information on Google Analytics, you can visit Google’s Privacy Policy. 

Use of Cookies

This Website uses third-party tracking cookies to monitor website traffic and user engagement and provide visitors with tailored information upon each visit. Cookies are a common part of many commercial websites that allow small text files to be sent by a website, accepted by a web browser and then placed on your hard drive as recognition for repeat visits to the Website. Every time you visit the Website, our servers, through cookies, pixels and/or GIF files, collect basic technical information such as your domain name, the address of the last URL visited prior to clicking through to the Website, and your browser and operating system. You do not need to enable cookies to visit the Website; however, disabling cookies may affect your experience and limit some functionalities of the site. Some cookie files remain on your computer’s hard drive unless and until you manually delete the file.  

How We Use and Disclose Your Personal Information

Consent 

We may process your Personal Information where we have your consent to do so, such as communicating with you about an event you attended or campaign you were involved in. You have a right to withdraw your consent at any time but doing so may prevent us from providing a service to you or responding to a request that you have made. 

To Perform a Contract with You 

We may use your Personal Information to perform a contract with you or take steps at your request prior to entering into such a contract. This processing may include providing you with information, products, and services. 

Analytic Purposes 

We may process your Personal Information where necessary for product development, algorithmic model improvement, and statistical analysis to improve our services and Website experience. For model development and statistical analysis, we make every reasonable effort to use anonymized or de-identified information where possible and have implemented best practices to limit the use of your Personal Information for analytic purposes. 

Otherwise Required by Law 

We may disclose your Personal Information including information about you or your use of the Website where required by law, including where necessary to protect the vital interests of an individual or to satisfy any applicable law, regulation, legal process or lawful governmental request. 

Disclosure to Third Parties 

We may provide your Personal Information to third party service providers on an as-needed basis. We require all such third parties to respect the security of your Personal Information and to treat it in accordance with the law. We do not allow our third-party service providers to use your Personal Information for their own purposes and only permit them to process your Personal Information for specified purposes and in accordance with our instructions. 

In addition to service providers, we may also disclose your Personal Information to the following categories of data recipients where necessary for any of the lawful purposes set out in this Privacy Policy:

  • Marketing and advertising partners 
  • Third parties to a business transaction, such as a merger, sale, liquidation, acquisition, reorganization, or other transfer of any our assets, whether as a going concern or part of a bankruptcy, liquidation, or similar proceeding 
  • With the company or organization you represent upon their request 
  • With other third parties at your express direction 
  • Law enforcement, regulators, and other parties where required by law 

How We Retain Information We Collect1

We store Personal Information for as long as necessary to provide services to you and our clients, to comply with legal obligations, or to administer our services, in each case in accordance with our data retention practices and policy. Because of the nature of developing and refining statistical models, this may involve retaining your information for a period after our underlying contract expires, but where possible, we keep this information in an aggregated, de-identified format.  

How We Secure Your Personal Information2

We understand that the security of your Personal Information is extremely important. Accordingly, we use appropriate administrative, physical, and technical safeguards to keep your Personal Information protected from loss, misuse and unauthorized access, disclosure, alteration and destruction, taking into account cost, technology, the risks involved in the processing and the nature of the Personal Information. We implement the following security measures to protect your personal information: 

  • A firewall to filter inappropriate access to our web server 
  • Logging of all web server access, including date/time, IP address, and username (if applicable) 
  • Regular backups of our web server 
  • SSL encryption for secure data transmission 

It is important to keep in mind, however, that no security measures are absolutely effective. Although we will apply appropriate measures to protect your Personal Information, we cannot guarantee the security of your Personal Information, and any transmission to us is at your own risk. 

If you should become aware of any known or suspected incidents of unauthorized access to, use of, or disclosure of any Personal Information, you should report them immediately to the following email address: privacy@thechangemakers.com. We investigate all reported claims of data incidents. 

In the unlikely event that Personal Information has been lost, stolen, or potentially compromised, our policy is to alert our users via email no later than three business days of our becoming aware of the event. We will also report such incidents to any required data protection authority. We will work closely with any users affected to determine next steps such as any end-user notifications, needed patches, and how to avoid any similar event in the future. 

Links to Other Websites

Our Website may contain links to other websites that we do not control. We are not responsible for any websites that we do not own or operate. We encourage you to carefully review the privacy policies and practices of other websites that you link to from the Website, as we cannot control or be responsible for their privacy practices. 

Your Rights

Access, Correct, Restrict or Delete 

We respect your rights to your personal information and data. You have the right to access, correct, request restriction or deletion of your information, or request how we use your personal information and data collected, as required by applicable law. Note that we may charge a reasonable fee for actions that you ask us to take with respect to your data. In addition, we reserve the right to first request you provide us with evidence verifying your identity before we take any action. 

After we verify your identity, you have the right to:

  • Update or change any information you have provided to us. To update or delete Your information, please contact us at privacy@thechangemakers.com; 
  • Request that we confirm what data we hold about you, and for what purposes. You also have the right to confirmation of whether we process your data or deliver your data to third party processors, and for what purposes. We will supply you with copies of your personal data unless doing so would affect the rights and freedoms of others; 
  • Change your consent to our use of your information. In such cases, you may not have full access to our Website; 
  • Request a digital copy of the data that we hold about you; 
  • Request that we gather and transfer your data to another controller, in a commonly used and machine readable format, unless doing so would cause us an undue burden; 
  • Request that we delete all data that we hold about you, and we must delete such data without undue delay. There are exceptions to this right, such as when keeping your data is required by law, is necessary to exercise the right of freedom of expression and information, is required for compliance with a legal obligation, or is necessary for the exercise or defense of legal claims. Such a request may result in limited or no use of our Website; 
  • Opt-out of receiving future email correspondence from us. You may change your communication settings by contacting us at privacy@thechangemakers.com; 
  • Opt-out of receiving any third party marketing communications or having your personal information used for marketing purposes. You may do this by contacting us at privacy@thechangemakers.com; 
  • In certain situations, restrict the processing of your data, such as when you contest the accuracy of your data or when you have objected to processing, pending the verification of that objection. When processing has been restricted, we will continue to store your data but will not pass it on to third party processors without your consent, or as necessary to comply with legal obligations or protect your rights, our rights, or those of others. In addition, you may opt-out of any processing of your data altogether. However, doing so may result in the loss of access to our Website; and 
  • Complain to a supervising authority in your jurisdiction if you believe we are misusing your data or have violated any of your rights under this Privacy Policy or applicable law. 
  • If you wish to have any third-parties, including those to whom we’ve transmitted your information, delete your information, you will need to contact those third-parties directly to do so. Upon request, we will provide a list of all third parties to whom we have transmitted your information. 

Complaints

If you believe your privacy rights have been violated, you may file a complaint with the Information and Privacy Commissioner of Ontario. To file a complaint with the Information and Privacy Commissioner of Ontario, contact the office of the Commissioner at:

Information and Privacy Commissioner of Ontario 
2 Bloor St. East, Suite 1400, Toronto, Ontario M4W 1A8 
Tel: 416.326.3333 or 1.800.387.0073
Fax: 416.325.9195 
Website: www.ipc.on.ca
Email Address: info@ipc.on.ca  

Changes to our Privacy Policy

We reserve the right to update and change this Privacy Policy and will make our best effort to update the date “January 28, 2025” at the top of this page each time we make changes. You can review our most recent changes by visiting this page. By continuing to use our Website, you waive specific notice of, and accept all changes to our Privacy Policy made from time to time. We encourage you to return to this page each time you access our Website to ensure you have read our most recent Privacy Policy 

How to Contact Us

CONTACT INFORMATION: Please direct all requests, questions or concerns related to this Privacy Policy or your Personal Information to privacy@thechangemakers.com

The world of healthcare is constantly changing.

Novel molecules, innovative mechanisms of action, new indications, loss of exclusivity, drug shortages, reimbursement challenges, evolving models of care… and the list goes on.

At ChangeMakers Health, we help clients navigate today’s complexities and anticipate tomorrow’s challenges — all in service of improving care and creating better lives for patients.

We partner with pharmaceutical companies, healthcare organizations and patient advocacy groups. Together, we help patients access potentially life-saving and life-changing medications and treatments. We educate patients and the public about chronic conditions and treatment options. We work to strengthen our healthcare system — ensuring people receive accurate, empowering information to support informed care with our dedicated healthcare providers.

To find out more, or engage our team, email us at:
health@thechangemakers.com

Expertise

Health

PR & reputation management

Reputation management in healthcare is built on strong relationships. Relationships which can only be developed through years of hard work and responsibility. We have decades worth of experience to draw upon and have established strong ties with the who’s who of health media.

Key PR & reputation management services

  • Advocacy and stakeholder engagement
  • Crisis and issues management
  • Data intelligence, monitoring and newsjacking
  • Executive positioning and thought leadership
  • Influencer/content creator partnerships
  • Media relations
Health

Marketing & advertising

Pharmaceutical marketing in Canada is complex. We know how to navigate strict regulations and how to work within the guidelines to create breakthrough work — and we’ve got PAAB and Ad Standards wins to prove it.

Key marketing & advertising services

  • Ad boards
  • Brand Strategy
  • Creative concepting, design and production
  • Digital marketing: websites, SEO/SEM, display, AR/VR, social media, CRM
  • DTC and HCP marketing campaign development
  • Medical writing

Health misinformation is impacting clinical decision-making

Taking up more than 17% of healthcare professionals’ time each week, health misinformation is pulling focus from patient care. At ChangeMakers Health’s recent panel, we unveiled key findings from our debut report.

The conversation was powerful and the data is clear.

Access the full report and learn more

Collaborations

  • Abbvie
  • Crohns and Colitis Canada
  • CSL Behring
  • GSK
  • Johnson & Johnson Innovative Medicine
  • Takeda

Endorsements

There are a small number of projects in my career that I remember as the most memorable (for the right reasons). And Locked Out is one I have added to my collection. And the Changemakers team was a partner for that journey. Glad to know it’s also a source of pride for you too!
Paul Kilbertus

Crohn’s and Colitis Canada
Senior Manager, Communications and Public Relations

Leadership team

Meaningful change is not possible without collaboration because trust is foundational to great work. Our goal is to become an extension of your team, building a strong and lasting relationship

AutumnGehring
Autumn Gehring
VP, Client Partner
CarolineDeSilva
Caroline De Silva
SVP, Consumer
Jennifer Fox
Group Account Director
KylaBest
Kyla Best
VP, Health, Food & Trade
MichaelService
Michael Service
SVP, Healthcare Strategy
RobMcEwan
Rob McEwan
EVP & National Leader, Health

What complex challenges can we help you navigate?

Email us:
health@thechangemakers.com

Featured work

View all our work

Training: ChangeMakers Academy

Communications and leadership training designed to level up your organization’s reputation and resilience.

Leadership matters, more than ever. In the midst of organizational and societal shifts, leaders who project strength and communicate clearly and with empathy can earn confidence, reduce risk and improve reputationally, even when crisis hits. 

Introducing the ChangeMakers Training Academy   

Helping leaders build organizational readiness and resilience.  

For more than 40 years, we have delivered training services informed by a deep understanding of the North American media landscape, trends in issues management and crisis communications. 

From government officials to c-suite executives, we are proud to work alongside the world’s biggest brands and help non-profit, private, as well as public sector leaders put big ideas onto the public agenda.  

Our team has built training programs that go beyond theory, bringing our real-world experience to deliver workshops that prepare organizations for meaningful communications with the media, analysts, regulators, customers, shareholders and employees.   

Invest in your reputation with the ChangeMakers Training Academy.

Training Offerings  

  • Spokesperson Media Training   
  • Issues and Crisis Communications   
  • Plain Language Writing and Editing   
  • Communications Planning 101 
  • Effective Presentations   
  • Dealing with Disruptions   
  • Public Engagement  
  • Brand Journalism for Social Media  

We’re happy to also offer customized training based on organizational or leadership needs. 

Training Format 

When it comes to training, we adapt to your organization’s needs. Sessions can be facilitated in a group setting as well as one-on-one, in-person and virtually. Workshops can be regularly planned and scheduled or set up due to an urgent issue (e.g., resulting in a high-stakes interview).  

We create custom simulations that introduce participants to the critical components of a crisis communications plan and give them an opportunity to practise the key steps in response planning and communications.  

Roanne Argyle
Roanne Argyle
She/Her
President, Reputation Management
Robert Gemmill
Robert Gemmill
President, U.S.
Kim Blanchette
Kim Blanchette
She/Her
EVP, Castlemain
Megan Gabrial
Megan Gabriel
EVP, Reputation, Risk, & Advisor
Vasie Papadopoulos
Vasie Papadopoulos
VP, Corporate & Public Affairs
Hilary Friesen
Hilary Friesen
She/Her
VP, Social Change
Rachel Cohen
Rachel Cohen
Senior Account Manager
Stasa-Veroukis-Regina
Stasa Veroukis-Regina
Director, Class Action Advisory and Communications

Get in touch

Get in touch - Training Page
What type of training are you enquiring about?
Is this training virtual, in-person or hybrid?

Navigating complexity in Pharma advertising 

Pharma ads aren’t trying to be clever – just compliant

My son’s hockey team was down 1-0, and the third period was drawing to a close. I sat in the stands watching anxiously, trying to focus on the game. However, I couldn’t help eavesdropping on the parents next to me talking about pharmaceutical advertising. As someone who’s worked in pharma advertising for years, my ears perked up.   

“What I don’t get is why they won’t tell us what the drug is for,” said the parent. “It’s all just, ‘See your doctor.’ I mean, What’s with the mystery?!” 

“Well, I’m sure there’s a good reason,” said the other parent, oblivious to the score. “Maybe they are trying to be clever.” 

I’m grateful there was a youth hockey game to distract me because every fibre of my being longed to leap out of my seat and shout at the top of my lungs: “We’re not being cute! We’re being compliant!” 

To those who aren’t well-versed in the complexity of pharmaceutical advertising in Canada, pharma ads can seem purposefully vague and mysterious. No mention of what the drug actually does and what condition it treats. Just a cryptic “talk to your doctor” at the end. What many people don’t understand is that in Canada, direct-to-consumer, or DTC, marketing is subject to Section C.01.044 of the Food and Drugs Act, which states that if advertising a prescription drug to the general public, only the brand name, the price and quantity of the medication can be referenced.  

It is quite literally against the law to mention the therapeutic use of a prescription drug in Canadian consumer advertising. Additionally, all pharmaceutical content undergoes rigorous internal reviews – by Medical, Regulatory and Legal Departments – and external evaluation by Ad Standards Canada. 

This makes marketing pharma very different from marketing other products; imagine trying to create an ad for paper towel where you can’t mention it cleans up spills! But, DTC is vital because there is a need for pharmaceutical communication and brand building. Canadians need encouragement to speak with healthcare professionals about disease care. Canadian patients want to be educated and empowered with the tools to engage their healthcare providers in dialogue about their health. Pharma ads are an important part of that education. 

For example, look at a common – and growing – disease like diabetes. According to Diabetes Canada, there are millions of Canadians living with prediabetes and type 2 diabetes (T2D) who don’t know it. T2D is one of the fastest growing diseases, with more than 60,000 new cases diagnosed annually. And the effects of T2D can be debilitating. Encouraging Canadians to speak with a healthcare professional, which is what advertising and communications do, is vital to our health.  

DTC that connects 

Because the stakes are high, research-based pharma would love to be more direct with Canadians. But strict regulations require a different approach. So how can pharma engage their audience in a compelling way while navigating the complexity of the regulations? Some best-practices our award-winning team at ChangeMakers has used: 

  • Memorable creative – As with all advertising, you need content that gets noticed. And because the content will be light on details, there’s room for exciting creative. Compelling images, quirky dialogue or a catchy jingle can help grab attention. Also, develop an emotional connection to the viewer by depicting realistic scenarios that speak to shared experience. It all serves to create something memorable for consumers and helps encourage them to start a conversation in their physician’s office. 
  • Surround sound and inclusivity – Don’t approach your audience from just one direction. You need an appropriate mix of out-of-home, print, digital, video and in-clinic mediums. Community and multicultural papers and websites are also great places to meet your audience. But don’t just translate copy for diverse audiences, develop new – culturally appropriate – creative and taglines for commonly spoken languages across Canada like Hindi, Italian, Mandarin, Punjabi and Spanish. 
  • Earned media – When there’s compelling creative, business and marketing reporters will often take interest. Marketing trades, dailies and online news sites can profile the strategy and creative insights that drive DTC development. In fact, the restrictions on advertising often make stories about campaigns that much more compelling. Through compliant editorial engagement, you can support disease understanding with consumer health reporters who are interested in addressing complex conditions impacting Canadians.   
  • Evaluate and course-correct as required – As with other campaigns, you must have a clear measurement plan to assess the success of your DTC initiatives. Stay flexible to allow for adjustments to the media buy to drive key performance indicators. 

Sometimes being in a restricted environment prompts innovative thinking. Some of the best campaigns I’ve worked on were pharma – not in spite of regulations, but because of them. Necessity is the mother of invention, and being hemmed in can bring out the best in creative and strategy. 

About the author
Rob McEwan / Executive Vice President, Health & Wellness
Rob is one of Canada’s top health communicators, actively consulting a dozen pharmaceutical companies, and engages with patient advocates, health professionals, journalists, clinicians, researchers and influencers on a daily basis. He lives in Toronto and when not working can be found at Leaside Arena.

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How to navigate change on social media

We find ourselves in the teenage years of the dominant social media platforms – Facebook is 20 years old; Instagram is 14; and 18-year-old Twitter has angrily changed its name to X. As with any teenager, volatility is the norm. Recent years brought us the mountainous rise of TikTok, the faltering of Twitter, the birth of Threads, the rise and fall of the metaverse, Bill C-18, Apple’s app tracking transparency, and generative AI for all. There’s been a tremendous amount of change. 

Constant change and disruption are woven into the fabric of the digital landscape. So how do communicators and marketers navigate these rapid transformations of technology, norms, and tastes? There are really only two choices – radical change every quarter or create a long-term, stable social strategy. The former is going to consistently get you into trouble, the latter will set you up for success for years to come.  
 
Just because platforms are volatile doesn’t mean brands have to be. Amidst the chaos, the smart move is to create integrated strategies that bring together social, creative, media, and web teams to curate moments and create ownable content focused on measurable goals.  

If users don’t win, everyone loses  

We are in the midst of a fierce battle for attention. Consumer ability to jump toward shiny new platforms is forever shifting how social media properties operate. As communicators, we should be rooting for more success, not failure. A healthy, competitive social media ecosystem is better for all of us as it incentivizes communicators to create compelling messaging.   
 
Meta’s platforms, along with TikTok’s, increasingly suffer from a proliferation of out-of-touch and socially disconnected ads. A surge in poorly crafted – and often auto-generated messaging results in user disengagement; they post less frequently, see less of what they want, and before you know it, you’re in a platform death spiral. This cycle creates a worse environment for users, contributing to declining diversity, doom-scrolling and deteriorating mental health – which is a lousy environment for organizations to communicate in with users.    
 
No one should add to this deterioration. Marketers and communicators must be thoughtful about what we bring to the party. Audiences want to be seen and acknowledged, and they crave relevant content. Brands who lead with authenticity and demonstrate they understand the diversity of their customers’ values will continue to flourish.  

Paid and organic: BFFs  

Organic reach is dead. But that doesn’t mean organic efforts should be abandoned. It just means that paid campaigns and organic publishing shouldn’t operate in silos, and certainly not with distinct teams behind them. Organic and paid should be part of the same strategy conversation – with creative and media at the table. Paid and organic can complement each other strongly. Organic audiences are engaged supporters, driving content views, comments and organic website sessions. Organic content nurtures and informs those who know your brand or your perspective. These audiences are your most loyal, and insights from their actions and interests will inform your paid audience targeting, and your next round of creative content planning. On the flip side, within your best-performing social media content – that’s tested across millions of targeted impressions and dozens of AI-powered creative treatments – lies the spark for your next most engaging organic content.    

Bigger! Better! Fewer!  

Face it, very few are waiting for your organization’s next social media post. You should be communicating when you have something relevant to say. It’s more effective to focus your integrated social media efforts within your brand’s own schedule. Find your most meaningful and most impactful moments. Pick your times to speak, and break through with meaning, authenticity, and the weight of a focused ad spend to drive higher exposure for the moments that matter (to you and your audiences). Less is more!  
 
Bigger moments are more likely to align with strategic outcomes. And social media outcomes should be a means to an end, aligning with actual business objectives. Your organization is not powered by impressions and likes. Calibrate your conversions and turn on an ecosystem that is fine-tuned to nurture first-party customer data – data from which you can grow more meaningful relationships. Engaged audiences are more likely to connect through to your websites, your ecommerce shop, your CRM initiatives and your physical assets.    

Embrace platform formats  

The smartphone is the TV of today. And vertical video is its 22-minute sitcom. XDR screens and 5G networks have made social media feeds the perfect place for vertical video entertainment. Steve Jobs dreamed of an entertainment and communications device for the park bench, the bus and the bathroom. And now we have it, full-screen and lightning fast. Today, content carrying your message needs to resonate with your mobile viewer within just 2 seconds. This is why your creative and social media teams should integrate from the start, so that possibilities are never missed. Your content planning and production stream can be designed to incorporate native platform truths, from the start. The format is vertical, short, and quickly engaging – with branding and key message right up front. 
 
Because social media is so volatile, we as marketers need to be extra-focused on stability. When users, platforms and policies ebb and flow, integration and cohesion are our secret weapons. Increase the proximity between social, creative, media and web teams. Lead with authenticity. Embrace and test new platform formats. These are the efforts that enhance immediate success during these platform teen years and prepare us for weathering the expected volatility ahead.  

About the author
Matthew Stradiotto / Senior Vice President, Social Media
Matthew is a digital leader, brand strategist, and North American influencer engagement pioneer, with over 22 years of agency experience. He was recently Vice President & General Manager, Digital at Argyle, and a co-founder of Matchstick, one of Canada’s leading boutique agencies specializing in social media marketing and digital brand engagement.
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Land acknowledgement, truth and reconciliation action plan

ChangeMakers offices and team members are located across North America within the traditional, Treaty, and unceded territories of First Nations, Inuit, and Métis Peoples.