Porter O'Brien was retained by the Cosmetology Association of New Brunswick (CANB) in their efforts to amend provincial COVID-19 guidelines.

During the COVID-19 pandemic, CANB members (approximately 8K individuals) were forced to close their establishments during revolving lockdowns (while most other businesses were permitted to be open) creating significant financial hardship for many cosmetologists in the province.

During the January 2022 lockdown, Porter O’Brien developed a digital campaign entitled “Don’t Brush Us Off/Ne nous balayez pas” calling for the fair treatment of cosmetologists – either in being allowed to open their businesses or in gaining financial support from the provincial government.

A series of online shareables, an online petition with more than 11,500 signatures, along with widespread public support, led the New Brunswick Government to implement the Self-Employed Lockdown Fund as a direct reaction to CANB’s digital campaign.

According to J. Gaye Cail, Executive Director of Cosmetology Association of New Brunswick:

“Within weeks of our engagement with Porter O’Brien, the government amended its reopening protocols allowing our members to remain open during partial lockdowns, a change that took effect in advance of any future disruption to our members”.

This case study highlights the importance of digital campaigns and online petitions in creating widespread public support and influencing government decisions.