For the past eight months, Franchir has been supporting the AQOA with content strategy and social media management. For Communication Month 2025, AQOA entrusted Franchir with the mission of bringing new energy to its digital presence. The goal: to humanize the professions of speech-language pathologists and audiologists and foster real public connection through a strong, relatable, and accessible campaign. For this themed month, Franchir proposed an editorial approach rooted in lived experiences and emotion — highlighted by a visual series inspired by the nostalgic trend of childhood photos.
Objectives
Every May, the Association québécoise des orthophonistes et audiologistes celebrates Communication Month — a golden opportunity to highlight the essential impact of speech-language pathologists and audiologists in society. In 2025, the goal went even further:
- Showcase these professionals to the general public
- Build a strong emotional connection with the community
- Humanize the professions through real-life stories
- Generate significant organic reach, without an advertising budget
Gameplan / Strategy
A human-centered editorial approach built around portraits and testimonials, brought to life through a visual series inspired by the popular childhood photo trend, paired with touching, funny, or revealing captions. “At 5, she was already correcting her dolls’ grammar. Today, she trains professionals in written language rehabilitation.”
Anchored in this central idea, the campaign focused on:
- Human moments: quotes, career stories, and photos taken by professionals in their workplace
- A call for contributions: members were invited to share their own stories or thank a fellow professional
- Public-facing content: to demystify the roles of speech-language pathologists and audiologists
Content strategy highlights:
- 10 thematic social media posts, shared at a steady pace
- “When I was little…” series, featuring childhood photos and quotes from professionals
- Member spotlights: speech-language pathologists and audiologists working in rural areas, schools, or CIUSSS settings
- Newsletter campaign and open call for testimonials
Results
Record-Breaking Results on Social Platforms:
- Over 100,000 impressions (a record month for the Association)
- 1,174 interactions
- 341 link clicks
- The childhood photo series and testimonials were the most shared content of the month
- +38% in impressions
- 7.2% engagement rate
- Highest interaction peak on posts highlighting professionals
Key Takeaways
Human-centered, authentic content outperforms traditional promotional messaging
A strong and cohesive visual approach sparks emotion and encourages sharing
The voice of professionals is a powerful lever for recognition and engagement
With a strategy rooted in authenticity, connection, and professional pride, the Association québécoise des orthophonistes et audiologistes turned a symbolic annual moment into a high-impact, unifying campaign. A great example of communication that gives voice to those who make it all possible.
credits
Client | AQOA
Agency | Franchir
