The Ontario Ministry of Government and Consumer Services, despite public support for consumer protection, lacked public awareness and engagement.  Consumers often skip pre-purchase research and feel embarrassed when scammed.  Challenged to unify and communicate the Ministry's mandate, the strategy shifted from "consumer services" to overt "protection" through approachable advocacy.  This empowered consumers to make smart decisions proactively, not regretfully.  A key execution was rebranding the Ministry to "Consumer Protection Ontario," complete with a new logo.  A 360-degree integrated campaign across traditional and digital platforms followed, featuring a revamped website, banners, posters, and social engagement.