Believeco:Partners Unveils ChangeMakers: A Bold New Brand for a Disruptive World

Toronto, ON, October 29, 2024 — Believeco:Partners, along with its individual operating brands Argyle, Believeco and Castlemain, unveil a new strategic direction, vision, and brand: ChangeMakers. This brand transformation reflects the company’s commitment to navigating today’s complex, ever-evolving landscape.

The brand evolution follows two years of successful integration efforts, after Believeco:Partners formed with a bold agenda to unite six of Canada’s leading marketing, public relations, engagement, and Indigenous advisory firms in the Fall of 2022.

“Our greatest potential is realized when we work together across all disciplines,” says Mario Simon, CEO, ChangeMakers. “The past two years have seen tremendous growth in our business, surfacing a unifying thread of unparalleled expertise in helping clients anticipate, navigate and create change. With ChangeMakers, we take these capabilities to the next level, embracing the opportunities and challenges that complexity entails for our clients. We apply thoughtful, human-centered strategies designed for client impact.”

By combining decades of experience in reputation management, social impact and marketing, ChangeMakers is an essential partner in driving client success, particularly in complex spaces where the solution requires multiple perspectives. The company’s specialized work in partnership with Indigenous Nations and expertise in governance, negotiation, economic development, engagement and communication, makes ChangeMakers the ideal partner in addressing multi-stakeholder problems.

“Our world is shaping and shifting at an unprecedented pace, presenting new challenges and opportunities every day,” added Simon. “With ChangeMakers, we are prepared to meet these challenges head-on, working alongside our clients to navigate both planned and unplanned change.”

About ChangeMakers:

ChangeMakers is a 400+ person independent reputation management, social impact and marketing firm with offices throughout Canada and in the US. ChangeMakers combines deep business specialization with human-centred strategies, working alongside our clients to succeed in a disruptive world.

Learn more at www.thechangemakers.com.

Media Contact:

Caroline DeSilva /Senior Vice President, ChangeMakers
caroline.desilva@thechangemakers.com

BC Government – Ministry of Advanced Education and Skills Training

ChangeMakers designed an engagement program seeking to gather input from people with lived and living experience of poverty across BC. To ensure accessibility and inclusivity, we built in measures including honouraria, translation and interpretation, counselling, wellness supports, and coverage of other costs such as transportation, childcare, and food when necessary.

Expertise

Social Impact Consulting

Services

Working with the BC Ministry of Social Development and Poverty Reduction (SDPR), we were brought on to design and lead province-wide engagement to inform an update to TogetherBC: BC’s Poverty Reduction Strategy. As part of the strategy’s legislation, it must be updated every five years. We designed a robust engagement program seeking to gather input specifically from people with lived and living experience of poverty across BC. This included regional Town Halls, small group sessions, an online survey, DIY conversation toolkit, and other tactics including working with the Minister to host roundtable conversations. To ensure accessibility and inclusivity, we built in measures including honoraria, translation and interpretation, counselling, wellness supports, and coverage of other costs such as transportation, childcare and food when necessary. The project engaged approximately 10,000 people across British Columbia, including approximately 12% identifying as Indigenous. We crafted a What We Heard Report which will be presented to government to inform an update to the poverty reduction strategy in 2024.

Situation

Based on extensive initial engagement in 2017-18, TogetherBC, British Columbia’s Poverty Reduction Strategy, was released in 2019 and sets a path to reduce overall poverty in BC by 25% and child poverty by 50% by 2024. With investments from across Government, TogetherBC reflects government’s commitment to reduce poverty and make life more affordable for British Columbians. It includes policy initiatives and investments designed to lift people up, break the cycle of poverty and build a better BC for everyone.

Targets, timelines, and accountability for TogetherBC are laid out in the Poverty Reduction Strategy Act. This act states that the strategy is to be updated every five years. To inform the update to the strategy, the Government of BC engaged us to design, facilitate and report back on what poverty currently looks like across BC and potential solutions to addressing it from the perspective of those with lived and living experience and community members.

COVID-19, the housing crisis, climate emergencies and inflation are some major local and global events that have significantly impacted British Columbians. Government needed to understand the experiences on the ground and how these events have impacted certain populations and issues in different ways, as well as solutions that are making a difference, new programs and services needed, and where government can prioritize over the next five years of the strategy.

Problem

Since the current government in BC came into power, more than 378,000 people have been lifted out of poverty, including 104,000 children. However, much of this can be attributed to COVID-19 relief supports from the federal government, as well as other temporary measures during the pandemic. Other important actions have been completed that are making a difference in reducing poverty, but for some groups, it is still not enough and challenges remain.

Hearing directly from people with lived and living experience was also a direct mandate of this engagement, which presents major challenges requiring innovative thinking to ensure accessibility and very low barriers to participation.

Solution

We designed and facilitated a comprehensive engagement program resulting in a What We Heard report summarizing all the input from throughout the engagement period. Engagement tactics for this project included:

5 virtual, regional town halls
30 small group sessions, both in-person and virtual throughout BC, in partnership with community and service organizations
4 roundtable sessions with the Minister
Online survey accessible through the GovTogetherBC website
DIY Conversation Toolkit with up to $2000 in funding available for groups to host their own sessions
Consultation website and opportunity for written submissions

To ensure accessible engagement options, we coordinated significant supports including the following:

Wellness support sheet for all sessions
Language interpretation for virtual and in-person sessions when requested
ASL and captioning for all town halls and for small group sessions when requested
$100 honoraria for small group session participants and $30 honoraria for town hall participants
Food/catering for all in-person small group sessions and roundtables
Up to $2000 in supports for each organization looking to host their own conversations

Promotion of the opportunity to engage was conducted through widespread community outreach, including through organizations on the ground, digital channels, and ministry offices. A QR code and link to the engagement website was included on two rounds of income assistance payments, as well as the myselfserve.gov.bc.ca website where individuals can access their government assistance information.

Results

The project remained on time and on budget, despite a large scope with a higher than average amount of expenses. The project engaged approximately 10,000 people across BC, including:

8,337 survey responses, which included:

77% currently live in poverty
69% self-identified as living with a disability
44% identified as living with mental illness, substance challenge, or addiction
12% identify as Indigenous
Over 300 downloads of the conversation toolkit and 18 organizations receiving funding support to host their own conversations
Approximately 500 people in attendance through town halls, Minister’s roundtables, and small group sessions, including approximately half of which with lived and living experience
Approximately 100 written submissions though the consultation website

Argyle and Manitoba Association of Chiefs of Police (MACP)

The MACP Organized Crime Committee is made up of representatives from the RCMP and Winnipeg Police Service. These members are experienced officers dealing with organized crime, gangs and guns, and illicit drugs. The committee came to Argyle with a list of issues related to gang activity, but their biggest concerns were rising gang activity in both Winnipeg and in communities throughout the province, and growth of youth recruitment in gangs.

Expertise

Social Impact Consulting

In 2019, Winnipeg Police Service’s Gangs and Guns unit estimated Winnipeg had 25-30 gangs and up to 4,000 gang members and associates. In 2022, it was estimated that there were 40 street gangs, many of them Indigenous-led. Youth at risk of recruitment have often experienced childhood trauma or live in poverty — the ripple effect of oppression across generations. High dropout rates and few economic opportunities for youth also contribute to gang recruitment success. Manitoba Association of Chiefs of Police (MACP) secured funding from Manitoba Justice to help youth avoid or leave gang involvement and partnered with Argyle to develop a powerful campaign to promote off-ramps to vulnerable youth.

This initiative featured three short, impactful videos, illustrating the vast difference between the myth of what gang life offers and the reality of what it delivers. The concept used a popular video game look and feel to reach viewers aged 13-16 in a way they could relate to as well as share. A phone number at the end of each video encouraged viewers to send a text message to The Link: Youth and Family Supports, a trusted community agency offering a potential lifeline for those wanting help to leave or resist gang life.

We reached youth with a digital campaign on social platforms including Facebook, Instagram, Snapchat and TikTok. Additionally, targeted YouTube ads ran on specific gang awareness channels in Manitoba. The initial digital campaign ran for six weeks from July 26 to September 12, 2023, with a second phase from November 9 to Dec 15, 2023.

Research

To effectively reach Manitoba’s youth, Argyle worked closely with the Winnipeg Police Service’s anti-gang unit and reformed gang members to ensure our message, tone, visuals, and call to action resonated with young audiences.

Our research included the following:

Met several times with the steering committee made up of representatives from Winnipeg Police Service, RCMP and MACP. A number of these members are experienced officers dealing with organized crime, gangs and guns, and illicit drugs.
Reviewed British Columbia’s End Gang Life campaign and website.
Reviewed a variety of other gang-related online resources.
Met several times with the Winnipeg Police Service’s Gang Prevention Coordinator who works directly with youth being recruited by gangs, are current gang members, or have left gang life.
Through the Gang Prevention Coordinator, we secured a meeting with two reformed gang members. One spent 10 years in a federal prison for armed robbery; the other spent three years in a youth correctional centre for gun possession.

As a result of our research, we learned:

Youth as young as 12 are recruited to deliver drugs and weapons as runners. Recruitment happens at corner stores, 7-Elevens, outside school grounds and at youth emergency shelters where kids are at their most vulnerable.
The lure of money is huge as many kids live in poverty. They also look up to older gang members (17 to 19-year-old recruiters) who are often older brothers or older youth from their neighbourhood.
Youth are looking for brotherhood, family, love, respect, security and ultimately – a sense of belonging.
Some Indigenous youth may feel, due to a variety of societal and economic factors beyond their control, that they have very few choices other than to join a gang. People who live in these areas/communities who are not gang-affiliated are scared about going to authorities when incidents occur for fear of becoming targets of the gangs themselves.
The development of an audience persona based on our insights revealed a digital campaign rather than traditional media (TV, radio, out-of-home) would best reach Manitoban 13 to 16-year-olds. Plus, a provincial reach – beyond Winnipeg – was required based on growing gang activity in many communities throughout the province.
An anonymous way to reach out for help was desirable, preferably by text. The real-life stories of youth being groomed or recruited for gang involvement revealed intimidation tactics and fear of reprisal if one didn’t buy in to the gang way of life. Anonymity for youth looking for a way out was a requirement.
Reformed gang members made it very clear that a message sponsored by police enforcement organizations would be quickly dismissed by youth. It was important to keep the client’s brand off the videos and include the community agency, The Link, offering help to youth.

Analysis, Planning and Strategy

Our goal

Through a public education and awareness campaign, we would offer vulnerable youth off-ramps to avoid or leave gang involvement and teach them about the harmful realities of gang life versus the myths used during recruitment.

Our strategy

To achieve this goal, we leveraged the lived experience of the reformed gang members we met to reach youth with authentic, real-life gang recruitment scenarios. As a first-year objective, we wanted to get young people’s attention, raise awareness and build trust. This is the starting point for a long-term approach to impacting gang recruitment. Helping influence youth to not move towards gang life was our goal, and one potential indicator would be the number of texts sent to The Link from youth looking for help. Our partnership with The Link was key as they have been serving youth in Winnipeg and northern Manitoba for close to 100 years. They are well known by youth, approachable and credible. Trust was the leading factor needed to encourage youth to click on the ad, visit the website, watch the videos and text for help.

Objective	Metric
Awareness Get young people’s attention to the risks of gang life	2 million advertising impressions 2 media coverage pieces about the launch
Trust Encourage youth to click on the ad, visit the website and watch the videos	3,000 clicks to the link’s website
Action Help influence youth to avoid / move away from gang life	30 youth using the text helpline

Gang Life is no life. Text 204-900-6010 to get out - Campaign Ad

Communication, Execution and Production

Using the insights we learned from our research, we developed three videos to address common scenarios within gang life including illegal drugs, sexual exploitation and gun violence based on real-life stories we heard about from our reformed gang member advisors. To make the videos attractive and relatable to youth, the style was based on popular video games, and we developed Gang Life is No Life characters, storylines and a call to action. In each of the three 15-second videos we were able to establish an action from a gang recruiter (The Ask; The Invite; and The Brotherhood) and then the resulting detrimental outcomes (The Give; The Cost; and The Bloodshed).

The background settings created for these three videos depict scenes common to many towns and cities within Manitoba. From a social housing project, to a mall, to a downtown scene that is recognizable as Winnipeg with its overhead walkways, the familiarity helped create a sense of authenticity and credibility – an important point we learned in our research and knew we had to achieve.

To make the action easy for youth, the end board offers the call to action to “text 204-910-6010 to get out”, and names The Link as the community agency offering help. Based on insights from our research, we deliberately did not include the MACP brand in the videos to ensure the message would be credible to youth.

The Gang Prevention Campaign was launched on July 26, 2023, with a news conference hosted at The Link. Emceed by steering committee chair Inspector Grant Stephen from the RCMP’s Federal Serious and Organized Crime Unit, the event featured a representative from Organized Crime with the Winnipeg Police Service (Inspector Elton Hall), a founder and action therapist from Spirit Horse Initiative whose team provides support to youth on the streets of downtown Winnipeg (Matt Davidson), and the CEO of The Link (Kerri Irvin-Ross). Media interest at the event was impressive with coverage from CTV, Global, CBC, Winnipeg Free Press, Winnipeg Sun and ChrisD.ca. There were also over a dozen organic social media posts thanks to partners including RCMP, Winnipeg Police Service, MACP, The Link and Spirit Horse Initiative.

We brought the videos to life with a digital campaign across social platforms popular with youth including Facebook, Instagram, Snapchat, and TikTok. Additionally, targeted YouTube ads ran on specific Manitoba gang awareness channels that we learned were frequented by youth interested in learning about gang activity across the province. The digital campaign launched for six weeks from July 26 – Sept 12 with a second six-week phase from Nov 9 – Dec 15.

MACP Campaign characters - Nick, Valerie, Vance

Evaluation and Measurement

The campaign exceeded the client’s expectations, both on reach and engagement. On the ground, police enforcement tactics to reach youth attracted to gang recruitment had never before seen such success:

“Our gang prevention coordinator works with agencies in the community to provide an offramp for young people to exit gangs or the lifestyle. She has been very successful in referring youth to agencies over the previous three years. On average, she has provided assistance to between 20 and 30 youth annually. The Gang Life Is No Life campaign has provided an avenue for youth to connect directly to The Link and other social agencies at any time of the day, discreetly. This media campaign has resulted in over 150 referrals in a short period of time,”

Inspector Elton Hall, steering committee member from the Winnipeg Police Service.

Inspector Hall presented this campaign and its results to law enforcement audiences over the past few months. There is an appetite for replicating this approach in other jurisdictions both within Canada and into the US. MACP has secured funding from Manitoba Justice to continue the campaign in 2024. Creative ideation and planning are underway to build on our momentum.

11.68M

impressions

45,666

clicks to the Gang Life Is No Life webpage on The Link’s site

150

text conversations from 109 unique phone numbers

media outlets (print, TV, online)

SnapChat and TikTok were the most successful tactics of the campaign, demonstrating both strong click-through rates and low cost-per-click. This indicates a strong alignment between messaging and the target audience on these platforms.

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

Browse Opportunities: Check out our available internships.
Submit Your Application: Send us your resume and a cover letter through our online portal.
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

Cavendish Farms

Keeping frozen potatoes hot.

Cavendish Farms

Cavendish Farms is North America’s fourth largest producer of frozen potato products and has four state-of-the-art potato processing plants across North America. Cavendish Farms is part of J.D. Irving, Limited, a family business in operation since 1882.

Expertise

Marketing

Expanding audiences and building brand loyalty through social media.

Social Spuds

The frozen potato market is competitive. In order to engage audiences and convert and keep consumers, Cavendish Farms needed a relevant and exciting social media presence. We have been Cavendish’s trusted marketing partner for the retail and food service divisions since 2019. Initially engaged to manage Cavendish’s retail social media channels, the partnership has expanded into foodservice, shopper marketing programming, sports marketing sponsorship and activation management, and digital marketing strategies.

Retail and Foodservice

For Cavendish’s retail side of the business, we manage a multi-channel social media, content, and influencer strategy. As audiences and content vary across platforms and delivery is needed in both English and French, we’ve kept content strategy and creation extremely fluid, constantly meeting current trends and audience needs. This allows social media to become the primary tool for testing and learning, informing, and fostering cohesion among all digital Cavendish Farms efforts. While the retail side of the business is focused primarily on social, valuable learnings push into the foodservice space.

Our success in retail allowed our partnership to progress to the foodservice side of the business. We manage digital sales campaigns, paid media and search campaigns targeted at brokers and food distributors to elevate the Cavendish brand. In 2021, we completed a 12-month sales incentive program that was built by our in-house digital team for the US foodservice broker network. The customized content and online portal created a unique opportunity to reward positive behaviours with a gamification approach amongst its US broker networks – increasing leads and sales.

We’ve also helped redefine measurement of success and key performance indicators. Industry benchmarks alongside goals for engagement, impressions and reactions per posts specific to Cavendish Farms allow for in-depth monthly performance reviews.

French fries forever

Since we started managing Cavendish Farms’ social media channels, the brand has gained over 30K new followers and created an environment for highly engaged audiences. In addition, three new channels and strategies were created (YouTube Shorts, Pinterest, TikTok) and growth among younger age groups.

One of our biggest successes was building a unique campaign for National French Fry Day – a perfect opportunity to connect with Gen Z audiences. The campaign included the launch of a TikTok channel, paid influencer activations using an original song, and a strategy to encourage owned content. One of our favourites, the breakfast sandwich hack post, now has over 1 million views with continued growth. The virality of the content on the platform has brought in over 20K new followers.

2024 National French Fry Day Campaign Video
Download video transcript (TXT)

We were initially engaged to manage Cavendish’s retail social media channels, and now our partnership has expanded

Cavendish Official Fry campaign - Hockey Game ad

Video showcasing the National French Fry Day Cavendish website design.
The video demonstrates the website elements, highlighting animations and branding visuals.
Note: This video has no audio and scrolls through the website.

National French Fry Day is a perfect opportunity to connect with Gen Z audiences.

Cavendish Official Fry campaign - Social media ads examples

INVOKANA:

More than my condition

Johnson & Johnson (J&J)

Johnson & Johnson (J&J) Innovative Medicine is an American multinational pharmaceutical, biotechnology, and medical technologies corporation headquartered in New Brunswick, New Jersey, and with offices around the world. Their mission is to transform individual lives and fundamentally change the way diseases are managed, interpreted and prevented.

Expertise

Marketing

Services

Advertising

Brand DNA, strategy & identity design

Digital experience & development

Go-to-market campaign plans

Market research

Measurement & analytics

Social media & influencer strategy, community

Build brand awareness and increase customer engagement through an insight from the shared experience of people living with diabetes. Diabetes is what they have, not who they are.

I'm more than my condition - INVOKANA Direct to Consumer Campaign - Creative asset

Scope of work

Direct to Consumer Campaign
Digital
Broadcast TV
Website
OOH

Facing intense competition in the type 2 diabetes category, Janssen Canada wanted to drive awareness of their prescription treatment, INVOKANA, with consumers. The goal was to make “INVOKANA” a memorable household name so patients would be more likely to remember it and ultimately ask their doctors for it. And market research with the HCP audience told us that they’re more likely to prescribe a specific brand if the patient asks for it.

With the regulatory environment as it is in Canada, we had to do that while telling them absolutely nothing about the condition it treats, with a campaign that breaks through not just the healthcare category clutter, but breaks through all the clutter… period!

I'm more than my condition - INVOKANA Campaign - Billboard poster

A key insight behind the campaign was that so much of what this audience gets is messaging focused on the limitations of living with diabetes. “Diabetics” are “people with diabetes”… people who don’t want to be defined by their condition. Diabetes is something they have, it’s not who they are.

Our idea was to make the people and their passions the focus, NOT their diabetes. And we sought out talent and situations to represent their diversity and individuality. To further emphasize this point, we created an original song that served as a rallying cry for our target audience, a track that is potentially the first earworm in Canadian Pharma marketing!

The campaign came to life across multiple channels and drove a significant spike, 86,302% in website traffic from pre-campaign levels (seriously!). Organic traffic jumped 12,390% and we saw an increase in Google search and brand awareness.

I'm more than my condition - INVOKANA Campaign - Paid ad banners

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

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

Believeco:Partners Unveils ChangeMakers: A Bold New Brand for a Disruptive World

British Columbia Poverty Reduction Strategy

BC Government – Ministry of Advanced Education and Skills Training

Gang Life Is No Life: Gang Prevention Campaign 2023

With funding from Manitoba Justice, The Manitoba Association of Chiefs of Police (MACP) Organized Crime Committee worked with Argyle to launch a powerful campaign addressing youth vulnerable to gang recruitment.

Argyle and Manitoba Association of Chiefs of Police (MACP)

Expertise

Research

Analysis, Planning and Strategy

Communication, Execution and Production

Evaluation and Measurement

Internships at ChangeMakers

Unlock Your Future

About Us

Our specialties include

Why Chose Us?

Who We’re Looking For

How to Apply

What you need to be successful

Important Dates

Shaping Your Career

FAQs

Ready to Get Started?

Privacy policy

Introduction to our Privacy Policy

Information We Collect

How We Collect Your Information

Cavendish Farms

Keeping frozen potatoes hot.

Cavendish Farms

Expertise

Expanding audiences and building brand loyalty through social media.

Social Spuds

Retail and Foodservice

French fries forever

INVOKANA:

More than my condition

Johnson & Johnson (J&J)

Expertise

Services

Build brand awareness and increase customer engagement through an insight from the shared experience of people living with diabetes. Diabetes is what they have, not who they are.

Scope of work

The world of healthcare is constantly changing.

Expertise

PR & reputation management

Key PR & reputation management services

Marketing & advertising

Key marketing & advertising services

Collaborations

Endorsements

Leadership team

What complex challenges can we help you navigate?

Featured work

Training: ChangeMakers Academy

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

Introducing the ChangeMakers Training Academy

Training Offerings

Training Format

Get in touch

Navigating complexity in Pharma advertising

You may also like

Land acknowledgement, truth and reconciliation action plan

Johnson & Johnson (J&J)