The Marketing and Communications team at the Region of Peel was recognized by the International Association of Business Communications (IABC) with a Gold Quill Award of Merit for their work on Doses after Dark!
For more than 40 years, IABC’s Gold Quill Awards have recognized and awarded excellence in strategic communication worldwide. Gold Quill is the only awards program that honours the dedication, innovation and passion of communicators on a global scale. All IABC Gold Quill Award entries are evaluated by international professional communicators with more than 10 years of experience, and the award is known and acknowledged as one of the most prestigious awards program in the industry.
Doses after Dark was Canada’s first overnight vaccination clinic, designed and hosted by the Region in May 2021. The campaign focused on vaccinating more people in a 32-hour period than ever before, with the target of connecting ‘hard to reach’ and vulnerable audiences. Strategically hosted at the International Centre in Mississauga, a location selected as Peel’s harder to reach residents (shift workers, truck drivers, etc.) passed by daily, the evening set a record for most vaccines administered at a single clinic since the start of the mass vaccination campaign.
The campaign exceeded all expectations by a wide range and set a national standard and name for the community and Region of Peel staff. Doses after Dark was the most successful media campaign in the Region of Peel’s history, earning almost $3.4 million in Earned Monetary Value (EMV), and reaching hundreds of thousands of viewers.
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