A Smart Use of Mail Services and Targeting
The Lung Association’s choice to focus on the Greater Toronto Area wasn’t random—it was a data-informed decision. Using a curated mail list, the campaign focused on demographics more likely to be impacted by COPD, ensuring the message reached the most relevant potential customers.
With the help of Canada Post and its postal services, the Lung Association distributed the balloon kits directly to households, showcasing how mail advertising and mail services can work seamlessly together for high-impact marketing campaigns.
Powerful Results Through Print and Mail
The campaign delivered incredible outcomes:
Website visits increased by 776%, showing a strong response rate from the direct mail initiative.
The campaign generated buzz both online and offline, increasing awareness about COPD and encouraging people to take a simple health test.
These results underscore the cost effectiveness and enduring impact of print and mail as a central tactic in awareness-based marketing campaigns.
Case Study From: Canada Post Incite Magazine
Ontario Lung Association | Not for Profit
INFLATING AWARENESS WITH A DIRECT MAIL MARKETING CAMPAIGN
Direct Mail to Deliver a Lifesaving Message:
Over 3.2 million Canadians live with chronic obstructive pulmonary disease (COPD)—including emphysema and chronic bronchitis—yet nearly half remain undiagnosed. In a bold move to increase brand awareness and drive early detection, the Lung Association launched a highly creative and results-driven direct mail marketing campaign targeting potential at-risk individuals in the Greater Toronto Area.
A Piece of Mail With Purpose
As part of a larger marketing strategy, the Lung Association used canada's direct mail to distribute a simple yet powerful tool: a red balloon. Each piece of mail was packaged with the balloon and informative promotional materials about COPD, along with a link to the campaign’s website. The idea was simple—if you struggle to blow up the balloon, it may be time to talk to your doctor.
Unlike typical digital marketing, this tactile approach created an immediate emotional connection. The balloon wasn’t just a visual—it was a physical, interactive test placed directly in the hands of the target audience.
More Than Just Direct Mail: A Multi-Channel Effort
While the direct mail campaign was the heartbeat of the initiative, it was supported by social media, featuring the same uninflated balloon, and in-store availability of the kits. However, the tactile nature of physical mail proved most effective in breaking through the clutter and sparking conversation.
This blend of mail marketing campaign and broader media amplification created a cohesive, integrated marketing strategy that stood out.
Why Direct Mail Still Matters
This campaign is a compelling example of how direct mail marketing in Canada can drive real-world impact when used creatively. Unlike fleeting digital impressions, a well-crafted piece of mail offers a memorable, tangible experience. It enables brands to deliver meaningful, interactive content that sticks—especially when targeting specific audiences through carefully chosen mail lists.
And for nonprofits and organizations looking to maximize reach while managing costs, direct mail remains one of the most trusted and scalable tools available, especially when working with reliable partners like Canada Post for efforts.
Takeaway
When it comes to increasing brand awareness, educating the public, or reaching potential customers in a meaningful way, few tools are as effective as direct mail. The Lung Association’s campaign shows how leveraging mail advertising, thoughtful design print, and smart postal services can deliver exceptional outcomes—even saving lives in the process.
If you're looking to add a personal, proven touch to your next campaign, it's time to consider the powerful role of mail marketing campaigns in today’s omnichannel world.
