One of the biggest misconceptions about government relations is that success is about changing minds.
More often, it is about earning attention. (Sometimes, it is about being ignored!)
Every day, governments are confronted with thousands of competing priorities — economic pressures, healthcare, infrastructure, affordability, public safety, international events, and countless requests from organizations seeking action. The greatest challenge for many worthy causes is not opposition from government. It is simply being noticed.
With the support of some incredible colleagues, my work supporting Canada’s thalidomide survivors reinforced this lesson.
By 2014, more than fifty years had passed since the thalidomide tragedy. Public attention had faded. Many decision-makers were unfamiliar with the issue, and for most Canadians it had become a forgotten chapter in the country’s history. Yet the challenges facing survivors had only become more urgent as they aged and their health needs grew increasingly complex.
Our campaign did not begin with government searching for a solution; it began by rebuilding awareness about an issue too many had forgotten.
That required reconnecting Canadians with a story that had largely disappeared from public conversation. It meant combining rigorous policy research with compelling personal stories, engaging national media, educating elected officials across party lines, and demonstrating why an issue from the past demanded attention in the present.
Only after the issue had re-entered the public and political agenda could meaningful policy discussions begin.
This is one of the most overlooked disciplines in public affairs.
Organizations often focus immediately on persuading decision-makers to support a recommendation. But if the issue itself has not become relevant, timely, or politically meaningful, even the strongest policy proposal is unlikely to gain traction.
Successful campaigns therefore unfold in stages.
First, establish why the issue matters now.
Then, build credibility through evidence and trusted voices.
Finally, present a practical solution that government can confidently adopt.
Our campaign ultimately led to the creation of Canada’s long-term support program for thalidomide survivors. But its broader lesson applies far beyond healthcare.
Whether the objective is legislative reform, regulatory change, Indigenous economic development, infrastructure investment, or social policy, lasting outcomes rarely begin with simple lobbying.
Sometimes we need to begin at the beginning — by earning attention.
Because governments rarely act to solve problems that have yet to become priorities.