Liver Canada

For more than 50 years, Liver Canada has been a champion for liver health, working to drive advancements in research, treatment, and support, and educating Canadians on both the importance of this critical organ and the myths surrounding liver disease.

In May 2025, Liver Canada sought to amplify the launch of its first national public service announcement, Wake Up Call. The challenge was significant: in just five weeks, the organization needed to implement a creative, high-impact means of raising awareness about the silent epidemic of liver disease, which affects one in four Canadians and often goes undetected until it is too late.

Liver Canada turned to Syntax for help. Our team designed and executed an experiential marketing campaign that brought the Wake Up Call message directly to the streets of Ottawa and Toronto through activations tailored to each city, complemented by Liver Canada-branded collateral developed by our creative team to increase engagement.

In Ottawa, a Liver Canada-branded phone booth appeared in high-traffic pedestrian areas over two days, inviting passersby to “answer the call.” Participants received postcards with a QR code linked to liver.ca and a coffee gift card, driving engagement and visits to the campaign website.

In Toronto, a Liver Canada-branded coffee truck served more than 150 coffees in custom cups, each printed with the campaign’s call to action and the message, “This is your wake up call.”

Our campaign directly engaged hundreds of people and reached thousands more through bold street-level branding and creative execution, elevating Liver Canada’s message and expanding awareness of liver disease.