Case Study: Canadian Association of Defence and Security Industries redefines its advocacy with Alphabet®

Canadian Association of Defence and Security Industries earns 7,000,000 media impressions with Alphabet®

The Canadian Association of Defence and Security Industries (CADSI) faced the challenge of shifting public and policymaker perception of the defence and security industry, which was often misunderstood as being part of the government. Their goal was to highlight the sector's people-driven innovation and inspire future talent. They partnered with Alphabet® for a comprehensive solution including brand strategy, campaign development, and digital marketing.

Alphabet® developed and executed the "My North, My Home" and "Every Bit Canadian" advocacy campaigns. These initiatives used a bold, people-focused approach across various media, including transit shelters, digital placements, VR experiences, and a dedicated microsite. The campaigns successfully generated over 7 million media impressions and significantly increased social engagement, helping CADSI redefine its industry as forward-thinking and human-centred.

Canadian Association of Defence and Security Industries