Green Shield Chooses Broken Heart Love Affair as Agency of Record

Integrated health services organisation and not-for-profit social enterprise, Green Shield, today announced it has selected Broken Heart Love Affair as Agency of Record (AOR).

Broken Heart Love Affair will work with Green Shield to transform its brand, as it evolves into the first Canadian organisation to be both a health insurance payer, and a health services provider, while reinvesting earnings to deliver professional healthcare programs to local communities and underserved Canadians.  

On its mission to provide better health for all, the social enterprise has recently added medical, mental health and pharmacy services to its offerings. The synergies of this bold new model will accelerate Green Shield’s overall social impact into the future, including a five-year investment of $75M by 2025.   

“As we lead the industry, creating a new category, we needed an agency with deep expertise in brand love, strong strategic capabilities, and equally strong creative chops to help us clearly differentiate ourselves. Broken Heart Love Affair and its senior team of decorated brand experts was absolutely the right choice for us at this important juncture in the life of our organisation”, said SVP marketing and communications, Mandy Mail, who joined the organisation in May with a mandate to build out the marketing function and promote awareness surrounding Green Shield and its social mission. 

“We are proud to partner with Green Shield on its mission of better health for all, and we are inspired by their courage to lean into a unique business model that not only breaks the mould in their sector, but also generates real benefits for Canadians in need,” said Beverley Hammond, partner and chief business officer at Broken Heart Love Affair. “We are excited to be working with Mandy and her team, helping Canadian companies to see a better way and promoting better health for all, from coast to coast to coast.”