Creating a National Long-Term Care Recognition Day: Canadian Association for Long Term Care
Assignment
Canada’s population is aging. With a significant portion of the population over 65 expected to require some form of long-term care in their lifetime, and the projected need for hundreds of thousands of long-term care beds by 2035, there’s a growing demand for these services and the caregivers that support them. As part of its ongoing advocacy and communications work with the Canadian Association for Long Term Care, Santis Health played a key role in launching Canada’s first-ever National Long-Term Care Day — a landmark moment to shine a spotlight on the sector’s positive impact in enhancing the lives of seniors across the country.
What Santis Did
Santis led the organization and facilitation of the inaugural National Long-Term Care Recognition Day in 2024, followed by a national celebration in 2025. This included strategic outreach to secure government champions, recognition in the House of Commons, and participation from key stakeholders on Parliament Hill — all supported by a comprehensive marketing and communications campaign.
Outcomes
With support from multiple Members of Parliament and Senators, CALTC was able to successfully implement a National Long-Term Care day – a milestone which gained momentum the following year. This initiative has helped foster greater awareness and appreciation for the crucial work of long-term care providers while also advocating for the continued improvement and advancement of long-term care services across the country. The campaign’s also led to a notable increase of social media engagement for CALTC across all platforms.
Our Work In Action
