9‐1‐1PublicAwarenessCampaign

CommunicationsPlan,Schedule,andDeliverablesAugust28,2019

Table of Contents

Introduction............................................................................................................................................................1

CommunicationsSchedule.................................................................................................................................1

OfficialLanguages.................................................................................................................................................2

Look‐and‐Feel–9‐1‐1DesignConcept..........................................................................................................2

FrequentlyAskedQuestions.............................................................................................................................4

Deliverables.............................................................................................................................................................7

Announcements–NewsRelease.................................................................................................................................7

Mailer......................................................................................................................................................................................8

CommunityKit...................................................................................................................................................................10

PrintAds..............................................................................................................................................................................10

RadioPlan............................................................................................................................................................................11

WebsitePlan.......................................................................................................................................................................12

SocialMediaPlan..............................................................................................................................................................15

InternalCommunicationsPlan...................................................................................................................................17

SignageDistribution........................................................................................................................................................18

 

1

Introduction 

The followingPublicAwarenessCampaigndescribescommunicationsmeasuresdesignedto:

MaximizepublicawarenessofBasic9‐1‐1intheNorthwestTerritories; Educateresidentsaboutlocalemergencyservices;and Promoteindividual,family,communityandvisitorsafety.

Designed and written samples provided in this package align with the 9‐1‐1 OperatingBudget contained in Municipal and Community Affairs 2019‐202 Main Estimates. Toolsmay be adapted further to improve upon the messaging to the target audiences or toimproveuponthecoordinatedandcohesivelookacrossallproducts.

Communications Schedule 

TherearetobenotacticspushedoutaheadofNovember4go‐livedate.ThisistoensurethataudiencesdonotgetconfusedandbelievethatNWT9‐1‐1isavailablebeforeithasactuallylaunched.

Allcommunicationspieceswillbelaunchedongo‐livedate,November4.Endingdatesareasfollows:

‐ Newsreleasewouldgooutongo‐livedateofNovember4,2019.

‐ Updatedwebsitewouldgo‐liveNovember4,2019.

‐ MailerwouldgooutforweekofNovember4‐12,2019.

‐ CommunitykitswouldbesettoarriveinofficesweekofNovember4‐12,2019.

‐ RadiocampaignswouldendonDecember1,2019.

‐ Printadsareproposedtorunonlyonce,consideringbudget,onNovember8(L’Aquilon)andNovember10(NewsNorth),2019.

‐ SocialmediacampaignwouldrunfromNovember4,2019toJanuary31,2020.

‐ InternalcommunicationscampaignwouldrunfromNovember4,2019toJanuary31,2020;and

‐ Roadandbuildingsignageisexpectedtobeinstalledandcompletebyendof2020.

2

Official Languages 

TheGovernmentoftheNorthwestTerritories(GNWT)ActiveOfferwillbemadeavailableon all 9‐1‐1 printed pieces,which includes themailer, and any Fact Sheets intended forcommunities.Translationofkeymessaging(themailerinfographic)isbeingplannedforallnineIndigenouslanguages.

Look‐and‐Feel – 9‐1‐1 Design Concept  

Thelook‐and‐feelthatwillguidethedesignofallGNWT9‐1‐1productsisderivedfromthelook‐and‐feel that has been used so far, and would have been seen on variouspresentations. A set of symbols has been developed to enhance the look‐and‐feel. Allmaterials are GNWT Visual Identity Program (VIP) compliant. The look‐and‐feel is toprovide design guidelines for producing designed documents and can be adapteddependingontheproductbeingcreated.

An infographichasbeendeveloped thatoutlines “Whathappenswhen I call9‐1‐1 in theNWT?”.This infographicwill be reiterated acrossweb (html) andother communicationspiecessomayappearindifferentformats.Toseeanexampleoftheinfographicinoneofthecommunicationspieces,seetheMailersection.

SeeLook‐and‐feelonnextpage

3

9‐1‐1Look‐and‐Feel

 

4

Frequently Asked Questions 

WhatisBasic9‐1‐1?Basic9‐1‐1serviceconnectsa9‐1‐1calltoanemergencycommunicationcentre.Thecallermust identify his or her location to the 9‐1‐1 operator, who then connects the call toavailableemergencyfirstrespondersservingthatarea. 

WhyCall9‐1‐1?9‐1‐1isthefastest,easiestwaytocommunicatewithlawenforcement,fireandemergencymedicalservicesduringanemergency.

 

HowdoIuse9‐1‐1?Ifyouhaveanemergency‐useanyphoneandpressthethreedigits:9‐1‐1.

Tell 9‐1‐1 the nature of the emergency and your community as soon as you areasked.

Give 9‐1‐1 your phone number, so that if the call gets disconnected, you can bereachedagain.

Stayonthelineandfollowtheinstructionsunless9‐1‐1asksyoutohangup. Ifyougetdisconnected,callback.

Cansomeonetext9‐1‐1?9‐1‐1 uses teletypewriter/telecommunications device for the deaf (TTY/TTD) to assistcommunication impaired persons. Text to 9‐1‐1 will be available as part of the nextgeneration9‐1‐1systemsbeingimplementedoverthenextfewyears.  

Whatifaresidentcan’tspeakEnglishorFrench?9‐1‐1willconnectcallerswithaninterpreter.Theinterpreterwillstayonthecall(three‐way)with the caller and the community first responders once the call is transferred tothem. 

Whathappensifanemergencyserviceisunavailableinmycommunity?Whereaservicedoesnotexistoristemporarilyunavailable,over‐the‐phoneguidancewillbeprovidedtoaddressimmediatehealthorsafetyrisksasbestaspossible.  

5

Whathappensifsomeonedials9‐1‐1byaccident?Accidentalcallsto9‐1‐1willhappenperiodically,andcallerswillbeaskedtostayonthelineuntilthecallisdeterminedtobeanon‐emergency.Nothingfurtherwilloccur,norwillemergencyservicesbecontactedordispatched.  

Pleasefollowthesesimpletipstohelppreventaccidentalcalls:

Protectyourcellphonebylockingandstoringitcarefully. Keepitinasafepositionwhennotinuseanduseacaseorholstertoprotectit.

Useyourcellphone’skeylocktohelppreventaccidentalcalls. Don’t program 9‐1‐1 into any telephone ‐ speed dials are a leading cause of

accidental9‐1‐1calls. 

Does9‐1‐1workinalllocationsintheNWT?9‐1‐1coverageislimitedtoareasthatareservicedbyeitherlandlinesorcellularservice.Itis important for you to know the coverage zone of your cellphone by contacting yourserviceprovider.Pleasebeawarethatthereare“deadzones”andlargeareaswherethereisn’t cellphone reception. When travelling in the NWT you may wish to consider othermethods of contacting emergency services when in areas that may not have coverage.Information about cellphone coverage is available on Municipal and Community affairs(MACA)website.

Does9‐1‐1workforresidentsonthelandoronhighwaysbutoutofcellphonerange?For residentson the landandoutof cellphonerange,a satellitephone,personal locatorbeacon (e.g., Spot), or radio can make contact with 9‐1‐1. Depending on the device,residents may be required to program it with NWT 9‐1‐1’s 10‐digit phone number toensurethecallisroutedtoNWT9‐1‐1andnotanotherjurisdiction’s9‐1‐1service.Pleasereviewtheusermanualorcontactthedevicemanufacturerformoreinformation. 

Willcurrentemergencycontactnumbersremainavailabletoresidents?MACAhasaskedcommunitygovernmentstomaintaincurrentemergencynumberssuchas1111 and 2222. However, making this decision is up to each community government.Residents should check with their community government to verify local emergencynumbersonce9‐1‐1goeslive.

6

Whatistheamountofthemonthlyfee?TheNWT9‐1‐1Acthassetthefeeatamaximumof$1.70permonthforaperiodofthreeyears,whichwillbeevaluatedannually.Thefeewillapplytoeverycustomerofatelephoneservice, regardless of the type of service (landline orwireless, including internet phoneserviceandprepaidcardservices).It isapriorityfortheGNWTtokeepthefeeaslowaspossible.

Howcanresidentslearnmoreabout9‐1‐1?MoreinformationisavailableontheMACA9‐1‐1programwebsitepage.

 WhenshouldIcall9‐1‐1?

9‐1‐1isforemergenciesonly.Youshouldonlydial9‐1‐1ifsomeoneishurtorindanger,orifyouare inneedofpolice, fireoremergencymedicalassistance. Ifyouaren'tsureyoursituationisanemergency,youshouldbeonthesideofsafetyandcall9‐1‐1.

ShouldIcall9‐1‐1tofindoutwhythepowerwentout?

Donotdial9‐1‐1tofindoutwhythepowerwentout.Contactyourlocalpowercompany.Bepatientbecauseeveryoneelsewithoutpowermaybecalling,aswell. Bycalling9‐1‐1,youarekeepingadispatcherfromhelpingsomeoneelsewithatrueemergency.

 

7

Deliverables  

Deliverables, or tactics are described more fully in this section, with sample designsattachedinsomecases.

Written pieces, like social media writing or radio ads, may be adjusted after approvalwherekeymessagingmayneedtobeclarifiedorstrengthened.

Designed piecesmay be adjusted slightly after approval to improve cohesiveness of theentire suite of products as a whole, but will stay within the look‐and‐feel guidelines asalreadydescribedinthisreviewpackage.

Announcements–NewsRelease

A news releasewill be released to coincidewith launch date of November 4, 2019. ThenewsreleasewouldbereleasedbythePressSecretaryinFrenchandEnglish.ItwillappearontheMACAwebsite,aswellastheGNWTnewsroom.

 

8

Mailer

A ‘neighbourhoodmailer’willbemailed toeveryhouseholdandbusinessmailbox in theNWTviaCanadaPost.Thiswouldincludeallmailboxesthatcurrentlyhave‘NoJunkMail’stickers.Thereareapproximately17,705totalresidentialmailboxesand2,111businessmailboxesacrosstheNWTforatotalof19,816mailboxes.MailersareaneffectivemeanstoreachalargenumberofNWTcitizens.

Theexactformatofthemaileristobeconfirmed.Itcouldtaketheformofabookletwithaglued‐in magnet, or a 9x12 envelope with materials enclosed. The most cost‐effectiveapproachwillbeexplored,aswellasthebestformattodeliverimportantkeymessagingtothisbroadaudience.

Themailerwillincludeinformationon:

‐ WhathappenswhenIcall9‐1‐1intheNWT?‐aninfographicapproach‐ Whatisandwhatisnotanemergency‐ FrequentlyAskedQuestions‐ Wheretogoformoreinformation‐ Apromopiece(stickerand/ormagnet)

SeeMailer‐Infographicsampleonnextpage

9

   

10

CommunityKit

Theneighbourhoodmailerpackagewillbesenttocommunityofficessuchas:

‐ GovernmentServicesOfficer(GSO)offices‐ Communityandmunicipalgovernmentoffices‐ Schoolsandcommunitycentres

Thiskitwillincludethesameorsimilarinformationastheneighbourhoodmailer,andwillincludebulkprintedFactSheets(foreaseoffurtherphotocopying)onthefollowingtopics:

‐ WhathappenswhenIcall9‐1‐1intheNWT?–aninfographic‐ Whatisandwhatisnotanemergency‐ FrequentlyAskedQuestions‐ Wheretogoformoreinformation

Thekitwillalsoincludeapromopieceinbulk–stickersand/ormagnets.

 

PrintAds

AtleastoneEnglish(NNSL‐NewsNorth)adandoneFrench(L’Aquilon)adwillannouncethearrivalof9‐1‐1.

The ad design will be based on the infographic, shown in the Mailer section of thisImplementationPlanpackage.

Planned is a half‐page ad (sizemay shift) for News North, to be published the week ofNovember11th,2019.

ThesamesizeprintadwouldbetranslatedandplacedintoL’AquilonforFriday,November8,2019.

11

RadioPlan

Radio isanopportunity for9‐1‐1keymessaging tobedistributedonamorepersonablelevel through a community voice, and inmore of the official languages of theNWT. Thefollowingradiocopywillbeforwardedthefollowingchannels,acrosstheNWT.Frequencyofradioplayoneachchannelwilldependonbudget/costingforeachchannel.

‐ CKLB:English,Denesuline(Chipewyn),Gwich'in,Tłı̨chǫ,Dehcho(SouthSlavey)

andSahtu(NorthSlavey)Denedialects‐ RadioTaiga:French‐ MooseFM:English‐ CommunityRadio(whereapplicable):variouslanguagesmaybeavailable

Thefollowingscriptmaybeeditedtoallowfora30secondtimelimitdependingonthestationandpricingagreement.

RadioScript–maybeediteddowntoallowfordifferentradiostationtimeslotconstraint.

The Government of the Northwest Territories has launched 9‐1‐1 in all 33 NWTcommunities.

Ifyourequireemergencyhelp,dial9‐1‐1.

911willonlyworkincellphonerange,orfromalandlineorsatellitephone.

Youmusttellthe911operatoryourlocation.

Telltheoperatoryouremergency.YoumayneedpoliceorRCMP,urgentmedicalcareortoreportafire.

911willconnectyouwithexistingservicesinthecommunityyouarecallingfrom.

911isavailableinyourlanguage.

For more information on how 911 works, visit www.gov.nt.ca/911 or visit yourCommunityGovernmentOfficeorGovernmentServiceOfficer(GSO)inyourcommunity.

 

12

WebsitePlan

TheMACAwebsitewillbeupdatedto include themostup‐to‐date informationon911.AlinkfromtheoverarchingGNWTwebsiteintheformofafeaturecardwillbeputinplace,toconnectinformationfromtheoverarchingsitewww.gov.nt.ca,totheMACAsite.

Updatestothewebsitewillinclude:

‐ Easier URLS that point to new content, to be used on all collateral (eg.www.gov.nt.ca/911)

‐ Updatedcontentpagesinthe911sectionoftheMACAwebsite‐ AllFactSheetsfromNeighbourhoodMailerandCommunityKitasPDFs‐ FAQsinhtml,aswellasPDF‐ UpdatedslidertotheMACAwebsitehomepage‐ FeatureCardonwww.gov.nt.ca‐ Potentialforlinkstovalidatededucationalresources‐ AllwebsitematerialisavailableinEnglishandFrench

WebRevisionstobeundertaken(EnglishandFrench)

1. SecureURLSfromInformationSystemsSharedServices(ISSS)www.gov.nt.ca/911andwww.gov.nt.ca/fr/911

2. UnderProgramsandServicessectionofMACAwebsitehttps://www.maca.gov.nt.ca/en/services‐ChangeFeatureCardtitleto“911intheNWT”andmovetoPage1(firstinline)ofProgramsandServices.

 

    Proposed new title and 

text: 

911 in the NWT 

9‐1‐1 is now live across the 

NWT. Learn more here. 

13

ProposedWebRevisionscont’d…

3. Updateexisting911PagetoaFeatureCardformat,similartowww.gov.nt.ca/cannabis

Newsub‐navigationmenu:

‐ How9‐1‐1Works–newcontentpage.o ContentpulledfromInfographicwritteninhtml

‐ EmergencyContactInformation–existingpageo https://www.maca.gov.nt.ca/en/emergency‐contact‐information

‐ EmergencyPreparedness–existingpageo https://www.maca.gov.nt.ca/en/services/emergency‐preparedness

14

TravelPlanning–newcontentpageandlinkstootherGNWTcontento Keymessagingoncellphonecoverage,emergencypreparednesso Linktohttps://www.inf.gov.nt.ca/en/services/routes‐et‐

traversiers/travel‐planning%C2%A0‐ Resources–newcontentpage

o AllFactSheetspostedasPDFo Source,verifyandlinktoeducationalmaterialsfromotherjurisdictionso OtherrelevantGNWT‐safetypagesaslinks

‐ 9‐1‐1FrequentlyAskedQuestions–revisedcontentpageo AsFAQappearsnow,updatedtonewestFAQ

4. Linkwww.gov.nt.cafeaturecardtonewMACAwebpagecontent

   

 

15

SocialMediaPlan

Socialmedia isoneofthebestopportunitieswehavetolinkNWTcitizenswithnew911web information inreal time,bysendingthemdirectly fromtheirsocialmediaplatforms(Facebookand Instagram) to theupdatedMACAwebsite. Socialmedia is alsooneof themostaffordableandflexiblemethodsofcommunicationthatwehaveavailable.

We will use the GNWT Corporate Facebook pages (www.facebook.com/yourGNWT andwww.facebook.com/votreGTNO) to launch a socialmedia campaign beginning on go‐livedate on or afterNovember 4, up until January 31, 2020. Using both posts and paid ads,socialmedia userswill be prompted to learnmore about 9‐1‐1 by sending them to theupdatedMACAwebspaceformoreinformation.

PaidFacebookandInstagramadswouldrunfromNovember4,2019toJanuary31,2020onFacebookandInstagram,toallNWTcitizensfrom16–80yearsold.

Organicposts,regularpostsonCorporateFacebookpages,areproposedtoruneveryweek,November4 toDecember1,2019 thenbi‐weekly fromDecember1,2019 to January31,2020.

SocialMediaImageBank–Samples    

16

SampleSocialMediaAd

 

   

17

InternalCommunicationsPlan

InternalcommunicationswithintheGNWTorganization isamust‐do.Keymessagingcanbe distributed to approximately 6000 GNWT employees, or about 15% of the NWTpopulation, through Bear Net, the online internal employee portalhttps://bearnet.gov.nt.ca/user.

Bear Net posts will closely resemble social media posts. Bear Net posts will push theemployeetotherevampedMACA9‐1‐1webpageformoreinformation.

ABearNetposton9‐1‐1willrunbi‐weeklyfromNovember4toDecember31,2020.

SampleBearNetPost

 

18

SignageDistribution

MACA will work with the Department of Infrastructure to distribute physical buildingsignage across theNWT. Road signs have already been received and these signswill beerectedonNWThighwaysin2020,oncegroundhasthawed.

SampleBuildingSign

SampleRoadSign