Pharmacist Awareness Week (PAW) is an annual campaign to promote the profession of pharmacy across Canada. Since 2006, the BC Pharmacy Association has asked the Pace Group to develop and execute a variety of creative initiatives for the week.

The Pace Group developed a week long campaign made up of several components to target different audiences around the province. The main elements of the campaign were:

• Province wide news releases to announce PAW and the
particular theme and focus of the week.

• A BC government day – a full day of events in Victoria
including briefings with the Government and Opposition
Caucuses, meetings with MLAs, and the distribution of
creative leave behinds for MLAs and the Legislative Press
Gallery.

• A regional media campaign that featured photo
opportunities coordinated in 20 cities around BC.

• Advertising on the Corus and Vista radio networks, which
highlighted the expertise of community pharmacists.

• Radio and Television talk shows and interviews.

Objectives:

Create promotions and media opportunities that generate significant media attention, and raise the overall awareness of BC’s pharmacists and their contribution to the day-to-day health of British Columbians.

Outcomes:

Creative elements, such as leave behinds, took MLAs and media by surprise, and helped raise the profile of the industry and its role in BC’s healthcare system. Significant media coverage across the province also provided local opportunities for community pharmacists.