Success Story:

Boots on the Ground

In 2021, Boots on the Ground, a not-for-profit Canadian organization which offers an anonymous peer to peer mental health helpline, by and for first responders, asked Think Redefined to develop a strategy to help them raise awareness about the crucial work they are doing all over Ontario.

Key Performance Indicators with Think Redefined

This resulted in media coverage in major outlets all over the province including: Toronto (News Talk 1010, Global News, and CBC). It also resulted in a feature story on CBC Television in Toronto, interviews with key outlets in London and Hamilton, a wire story featured in newspapers all over the country produced by the Canadian Press. We also saw pickup by Metroland media in the Peel Region where BOOTS was founded, plus great pick up with some of the industry/trade publications and podcasts that go directly to First Responders.

  1. Blue Line Magazine published our news release May 31, 2021 11:00 am https://www.blueline.ca/former-police-officers-take-aim-at-stigma-around-mental-health/

  2.  Public Health Safety Association (our release was posted on the news section of pshsa.ca; firstresponderfirst.ca; frontlinehealthcare.ca)

    https://www.pshsa.ca/news/former-police-officer-takes-on-stigma-around-mental-health-for-first-responders

  3. John Moore at News Talk 1010 (Moore in the Morning) had Dave on live June 1 at 7:35 am https://omny.fm/shows/newstalk1010/dave-mclennan-with-john-moore

  4. Devon Peacock at Global News Radio 980 CFPL in London had Dave on pre-recorded/ aired June 1 at 8:35 am https://omny.fm/shows/cfpl-am-the-morning-show/boots-on-the-ground-expanding-services-to-help-nur

  5. Firewell.ca shared our release on their social media channels https://twitter.com/FirewellHealth/status/1399708920092966916 

    https://www.facebook.com/FirewellHealth/posts/857431381475987

  6. CBC Television June 1, 2021 at 6 pm

  7. CBC Radio June 2 at 6:30 and 8:30 am CBC Radio 99.1 FM had a news story about Boots on its newscast during primetime of the Metro Morning program at 6:30 and 8:30 am. 

  8. The Canadian Press

    https://www.thestar.com/news/canada/2021/06/04/calls-spike-at-helpline-for-first-responders-in-ontario-as-pandemic-drags-on.html

    https://toronto.ctvnews.ca/calls-spike-at-helpline-for-first-responders-in-ontario-as-pandemic-drags-on-1.5455973

    https://www.newwestrecord.ca/coronavirus-covid-19-national-news/calls-spike-at-helpline-for-first-responders-in-ontario-as-pandemic-drags-on-3844129

    https://torontosun.com/news/provincial/calls-spike-at-helpline-for-first-responders-in-ontario-as-pandemic-drags-on  (appeared on page 4 of the newspaper on Saturday, June 5, 2021)

  9. Global News 640 Kelly Cutrara interviews Dave at 10:45 am June 4, 2021

  10. Metroland

    https://www.bramptonguardian.com/news-story/10406451-retired-peel-police-officer-starts-charity-for-peer-mental-health-support-for-first-responders/

  11. The Shield Journal

    https://theshieldjournal.ca/through-boots-on-the-ground-former-paramedic-finds-ways-to-support-mental-health/

  12. The Public Health and Safety Association

     https://www.pshsa.ca/blog/by-first-responders-for-first-responders-boots-on-the-ground-offers-anonymous-peer-support 

If you're organization would like to see what kind of communication strategy Think Redefined can devise for you, don't hesitate to reach out to tkatz@thinkredefined.com