In 2013, following a well-crafted communications strategy, the Winnipeg Regional Health Authority implemented a campaign to provide additional information to Winnipeggers on healthcare options when they are sick or injured. Part of the objective was to reduce the strain on emergency rooms in the city by identifying real-time alternatives. Part education, part behavior management, part branding, the new campaign, fully produced and executed by Deschenes Regnier, was focused on helping citizens find the right care at the right time. The My Right Care campaign included point of sale material, print components, multi-media advertising, and an online site that contained information on available health care options. The site included a GPS location finder that would provide these options based on the location of the user.