Powering Digitization of Canadian Healthcare via a New Brand –
a successful rebrand that was bold, dynamic, simple and had a powerful Canadian presence.


+ Marketing & Business Strategy
+ Integrated Communications & Content
+ Audience Insight
+ Design and Branding


Established in 2001, Canada Health Infoway (Infoway) helps improve the health of Canadians by working with partners to accelerate the development, adoption, and effective use of digital health innovations across Canada. Through various investments, the organization has been supporting the delivery of better quality and access to care and more efficient delivery of health services for patients and clinicians.

To support the launch of Infoway’s ACCESS Health initiative as part of the organization’s corporate plan for 2018-2019, Gene launched ACCESS 2022, a movement to innovate Canada’s health care system that will redefine how Canadians engage with their health care. The campaign aims to engage partners and the public to transform the Canadian health system to become integrated, secure, and focused on digital health solutions, restoring Canada’s health care legacy and modernizing our health care experiences.


Launch two phases of the ACCESS 2022 multi-year campaign to influence key stakeholders to join the ACCESS 2022 movement. The first phase, Own Ottawa, been focusing on influencing key government stakeholders and decision-makers, whereas the second phase has been focusing on engaging clinicians, industry, and government.


ACCESS 2022 acts like a grassroots political campaign to catalyze digital health innovation in Canada, using strategic media and public relations communications to engage key audiences in the transformation. Ultimately, the Own Ottawa campaign aimed to influence key government stakeholders through holistic communications pieces – opinion editorials, byline articles and broadcast interviews – to pique their interest, ultimately driving them to the ACCESS 2022 website to Join The Movement.

The first phase of the campaign aimed to remind government stakeholders about the digital health transformation to ensure this topic was top of mind during the Parliament session in Ottawa in the fall of 2018. ACCESS 2022 was then launched nationally, with robust public relations and media activations to help engage and inspire key audiences to engage with ACCESS 2022 hero stories, visit the website, engage in community conversation through social media, and Join The Movement.