Being new and feeling unfamiliar in any situation can be daunting, but is even more so a challenge when it comes to immigrating to a new country. There can be a number of barriers that make it difficult for new citizens to adjust to.

That insight prompted the Alberta Motor Association (AMA), to enlist Johnston Research in a project that would gather insights about the motivations and barriers new immigrant populations face when entering the country, that could ultimately inform AMA’s new marketing and communications campaign designed to speak to specific, new immigrant communities.

Through this qualitative research, the Alberta Motor Association was able to develop both short and long-term tactics aimed at helping new immigrant populations get the most out of its services when first entering Canada.