Faced with a direct threat to their health and well-being from the Muskrat Falls hydro project, the Nunatsiavut Government representing the self-governing Inuit people of Labrador set out to build support for doing the project the right way, with mitigation measures to safeguard the area’s people and their food, water and land.
It was clear from the beginning that their story would and should stand on its own. Graphics and post-production effects would only get in the way of a powerful message. Instead, we worked with northern production experts Build Films, who helped us convey the way of life that hangs in the balance of the province’s decisions, while capturing the quiet strength of the land, sea and people. That strength is in ample evidence with powerful connection created by the voice of a local young woman, Michaela Palliser Flowers. She delivers the message with a remarkable balance of calm, warmth and urgency. This is a compelling story that badly needs to be told.
There are already promising signs of growing awareness: the David Suzuki Foundation recently weighed in supporting the Nunatsiavut Government’s campaign. Muskrat Falls came up as the final question in a televised leader’s debate, and in the November provincial election, the governing Progressive Conservatives were swept from power. With continued concerted pressure, there's hope that Muskrat Falls will serve as an example to the world of how to build power projects in a way that respects the land and people most affected.
Client: Elementary Teachers' Federation of Ontario
With bargaining around the corner, Ontario's elementary teachers wanted to set the stage for negotiations on one of their central issues: class size, and what smaller classes can mean for the children they teach. We realized from the start that the central element of this campaign was time. The smaller the class, the more time for every child.
We launched a multi-faceted campaign to bring that message to Ontario parents. A TV ad let viewers see first-hand how time can make a difference for kids. Lawn signs, print ads, postcards, transit ads and billboards in 31 communities across the province reinforced that message.
We executed a take-over of Queen's Park subway station near the provincial legislature to reach decision-makers with posters throughout the station - even on turnstiles and the stairs. And to reach suburban rail commuters in an unexpected way, we took over the stairs of 11 GO Train stations.
After a tough battle with Premier Wynne and the Liberal government, elementary teachers approved an agreement in November that included commitments to review class size and supports for students with special needs. Combined with the public support they’ve earned standing up for better schools for the province’s children, elementary teachers now have an opportunity to press the government hard for tangible, meaningful improvement in Ontario’s schools.
A single ad can make a point... but it takes years of steady, ongoing engagement to build a trusted, resilient relationship. That's what the Manitoba Teachers' Society has created with parents, in part through a sustained campaign of warm, personal TV advertising – broadcasting ads regularly every year for over a decade.
This ad encourages parents to talk to their kids' teachers whenever they have a question. Those conversations help to tackle small problems before they become big ones; identify kids' strengths and passions for learning; and ensure parents, teachers and students are all pulling in the same direction.
Health Care Advertising
Introducing the hidden force behind your health care
Client: Manitoba Government and General Employees' Union
To someone visiting a hospital, everyone in scrubs or a lab coat looks like a nurse. That was the challenge for Manitoba’s health care technical professionals, represented by the MGEU. Their highly-skilled members do work crucial to every point of patient care. But in a hospital, they’re often either working behind closed doors or blending into the crowd. The MGEU knew their members had to be seen to be heard, and we worked with them to raise the public’s understanding of their members’ importance in patient care.
Together, we told a moving story with plenty of emotional resonance: a man's recovery from a life-threatening accident and brain injury. We showed a wide range of professions and specialties, but—like the MGEU members themselves—we kept the focus on the patient. At the end, when he says technical professionals "gave me my life back," viewers have taken that journey with him. The resulting ad worked so well that the same professions in Nova Scotia licensed it to tell their story, too.
We create communications for good, progressive causes. We put our hearts into it because your causes are our causes. And we succeed because our team has the creativity and experience to take on any challenge— and make the most of every opportunity.