Brand & Editorial Designer
Change the Pace
Team:
- Adam Lalama Creative Director. Writing
- Jennifer Gagnon RGD Art Director
- Meleana Conquer Designer
- Phil Scarano Motion Designer
The challenge wasn't awareness. Most Canadians know physical activity matters. The challenge was getting federal decision-makers to treat it as a funding priority. Doing that required understanding how that audience thinks, what they read, and what actually moves them to act.
Change the Pace was built around a phased rollout: establish the campaign, build recognition around key government moments, then intensify pressure through coordinated placements and partner activations. The visual identity led with movement, clarity, and optimism. The tone was urgent without being alarmist. Less "here's a crisis" and more "here's what a healthier, more prosperous Canada looks like."
Assets spanned static and motion ads, podcast pre-rolls, elevator screens, homepage takeovers, microsite content, and targeted social. Messaging was tailored by region, and media budget shifted in real time based on performance data, keeping reach concentrated where it counted most.
The results were strong. Phase 1 generated over 4 million impressions among the target audience. Phase 2 drove thousands of direct public actions, including petitions, surveys, and constituent outreach. More than a dozen national health and sport organizations rallied behind the shared identity, giving the physical activity sector a unified voice it hadn't had before.
Change the Pace showed what happens when design is built for a specific audience with a specific goal, and when a coalition of advocates shows up with a single, confident message.