Using a broad targeting strategy, but still actively optimizing and monitoring engagement we were able to put messaging in front of the right people at the right time. Nurturing the audience with selective, and strategizied messaging kept negative commentary down, and engaged a community of people who had never heard of BCBH before. Page engagement was up 291% month over month and new audiences were created for future targeting. Most importantly, BCBH's services were put in front of thousands of British Columbians who had no idea the free service existed.