Goal: Expand the policy reach of a well-known research organization

The Canadian Centre for Policy Alternatives (CCPA) is an independent, non-partisan research institute with a national supporter base. After years of providing top-quality research and opinions on domestic social policy issues, the CCPA wanted to expand their reach into the issues of international defence and foreign policy. The challenge posed to our team was to come up with a way to introduce the CCPA as a legitimate and credible stakeholder in these new policy areas, without sacrificing their role as experts on domestic issues such as health care, the environment, and the Canadian economy.

I believe that ideas matter deeply in determining our future as a nation. The CCPA is one of Canada’s leading sources of progressive policy ideas. Our work is rooted in the values of social justice and environmental sustainability. It is authoritative and accessible to a broad audience. As non corporate-funded policy think tanks continue to be silenced, the importance of the Centre has never been greater.

– Bruce Campbell, Executive Director, CCPA

Working with the CCPA, our team identified research topics and produced a series of research papers that mixed a high degree of intellectual rigour with policy and communications savvy. We also developed a strategic communications plan for release of the reports, which focused on crafting the right message, liaising with journalists, and organizing press conferences.

Results: The first four reports released in the new series generated four front-page stories in the Ottawa Citizen and national radio and television coverage.

The Prime Minister and his ministers were repeatedly forced to respond to the reports’ findings, and their research continues to influence public debate.