A Multimodal Analysis of Three Canadian Healthcare Campaigns

<p dir="ltr">Healthcare campaigns are a tactic often used by healthcare organizations across Canada to garner donations. Multimodal elements of communication such as font, colour, background music and imagery play a crucial role in these campaigns to persuade and captivate audiences. This MRP analyzed three of the most successful healthcare campaign videos in Canadian history to date: SickKids “VS. Undeniable,” (2016) Centre for Addiction and Mental Health’s “No One Left Behind,” (2023) and The Canadian Cancer Society’s Daffodil campaign (2023). This study concludes that the formula for a successful healthcare campaign video includes: the avoidance of expert terminology; visible changes in the lighting, such as the image being darkened/lightened depending on what is occurring, and text that is legible and easy to read. Also the inclusion of the colours white and black, and background music that is memorable if loud, or quiet to assist with focus of the main message</p>