Advice given to Health Canada: social marketing ‘vanity URLs’ don’t work

A study funded by Health Canada says that ‘vanity URLs’ – like  www.gosmokefree.ca – are not remembered.  The consulting firm, headed by former political pollster Alan Gregg, said that people had minimal to no recollection of a specific website name.  Even if given the URL, they tended to use search engines to find the site they wanted. 

According to the Ottawa Citizen, the report ‘dismissed’ the use of the specific website names. 

Focus groups were held in Toronto, Halifax, Montreal and Calgary.  Health Canada paid the firm $ 65,000 for the report.

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