Full Service brand, political communications strategy and marketing

Vision & Approach

In Ontario, the Royal College of Dental Surgeons of Ontario (RCDSO) board elections have long been characterized by low turnout, quiet contests, and predictable outcomes favoring entrenched incumbents. When a slate of young, diverse candidates approached us, we saw an opportunity not just to run a campaign—but to spark a movement for real change in the governance of dentistry.

Drawing on disruptive, digital-first tactics and a coalition-building mindset, our chief strategist and design team reimagined what an election in this space could be. We aimed to energize an often-overlooked electorate: early-career dentists, internationally trained professionals, and those frustrated with the status quo.

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This strategic approach included:

Rapid Digital Infrastructure:


In just two weeks, we launched a bold new brand identity, campaign website, coordinated social media presence (Facebook & Instagram), Meta ad campaigns, email marketing, and eye-catching physical materials.

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Educational Mobilization:

Recognizing widespread apathy, we focused on demystifying the election process and highlighting what was at stake through accessible, informative content. We invited dentists—many voting for the first time—to envision a board that truly reflects their values and priorities.

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Clear, Differentiated Messaging:


We centred the campaign on the core mission of dentistry: delivering the best possible patient care. By addressing real concerns and offering practical solutions, we positioned our candidates as authentic, visionary alternatives to the old guard.

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Community Engagement:

Through virtual town halls, peer-to-peer outreach, and endorsements from respected voices, we built a broad coalition united by the desire for transparency, equity, and progress.

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