Ontario Long Term Care Association

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For Seniors

A record-breaking advocacy campaign that uses all channels


The Ontario Long Term Care Association (OLTCA) had to ensure their recommendations stood out among other stakeholders engaging in the 2019 Ontario budget cycle. With so many requests from so many groups for funding from the Ford government, OLTCA needed to mobilize their members effectively to break through the crowd.


Grassroots Online was proud to work with the OLTCA and their government relations partner to power their advocacy efforts again for the 2019 budget cycle.  Working within the Association’s branding guidelines, our team designed, built and managed the Better Seniors Care website.   

The campaign also required modifications tailored to the audience, including an option for those without email addresses,  as well as an option for supporters to select which long-term care home they resided or worked in. 


With the OLTCA doing a fantastic job of promoting the campaign in local media and among their members, the campaign saw record-breaking participation. 

The Ontario government announced the creation of 15,000 new long-term care beds and upgraded 15,000 older long-term care beds to meet modern design standards over the next five years, for a total investment of approximately $1.75 billion.



supporters recruited


emails sent


faxes delivered


social impressions

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