Christina Day

Pride can mean many things to many people. It can be a time to enjoy oneself and be in community with others. A time to acknowledge the progress made on issues affecting the LGBTQ+ community and to remember how much more needs to be done to make everyone feel welcomed and safe. For some, it is also a time of deep reflection and angst. With many in-person Pride events for 2021 once again being cancelled or postponed, it is hard for us to feel connected to each other, especially for those who identify as LGBTQ+.

In lieu of big public Pride celebrations, the NOW team wants to celebrate Pride month by sharing our stories. We simply asked member of the NOW Group: What does Pride mean to you? Below are our answers.

We hope that you find a way to acknowledge the spirit Pride month and see yourself in our stories. Wishing you a Happy Pride!

James Infante – Account Manager

To me, Pride will always be about celebration. Celebrating who I am and the lived experiences that define me. It is a reminder that for so many, living life as an openly queer person isn’t an option, and we should continue to loudly work to change that.

Aylwin Lo – Account Manager & Creative Technology Specialist

During Pride, I often think of a popular quote from the Aboriginal Activists Group of Queensland, Australia: “If you have come to help me you are wasting your time. But if you have come because your liberation is bound up with mine, then let us work together.”

As a straight, cisgendered man it might not seem like Pride is ‘for’ me, but the struggle and triumphs of my friends of all genders and orientations has freed me and many others from living a life bound by dated and hurtful constraints. And that’s why I’m dedicated to defending and building on the rights that we celebrate every year at this time.

Renée Cable – Account Manager

For me, Pride has meant so many things over the years. When I was younger, it was an act of defiance – a moment to be loud and brave and to love openly without fear of judgment. 

As a parent, it’s healing. It’s a time to show my kids that they are loved, and will always be loved unconditionally, and to teach them that they have a role in protecting the rights and love of others.

Joanne Deer – Vice President Strategy & Creative

I celebrate pride as an ally in part to honour the activism and accomplishments of the LGBTQ+ community, but also to protest for the progress that has yet to be made for full equality. 

Marie Qian – Social Media and Production Coordinator

Celebrating pride as an ally means self-affirmation, dignity, and equal rights for all. It’s also a reminder that the job’s not done. We still face problems, such as LGBTQI2S+ Canadians experiencing stigma and discrimination within the healthcare system, the fact that up to 45 percent of homeless youths are LGBTQI2S+, and enormous homophobia and transphobia that in many cases can lead to job loss, violence or death. Queer liberation is liberation for everyone.

Emily-Anne Paul – Strategic Lead & Senior Account Manager

To me, Pride is political. Pride month, parades and parties are a time for celebration, both of how far we’ve come and of who we are. But sometimes in that celebration we forget our history and the current reality for so many LGBTQIA2S+ folk in Canada and around the world. Pride is and has always been celebrated in the context of systemic oppression. We should celebrate queer joy, progress and love, because that’s where the humanity lies and that’s where the protest originates.

Christine Logan – Production and Trafficking Coordinator

I celebrate pride with and for the people in my chosen family. It’s an opportunity to connect and celebrate with a larger queer community, which is especially important this year when we’ve all been so isolated from one another!

Dakin Mcdonald – Senior Writer

Pride is a real opportunity to celebrate our community – and celebrate all the frontline workers and volunteers who serve LGBTQ+ communities every day of the year. From the tireless staff and volunteers at HIV service organizations to community-based researchers, health care providers, and decades-long activists, Pride is a chance to acknowledge their countless hours of hard work – and unending dedication. It’s also a reminder that the workers and organizations serving LGBTQ+ communities deserve a lot more support and resources – because their work truly makes life better, every day, for a lot of people.

Jenny Dadswell – Executive Coordinator

Pride month gives the country a glimpse into the everyday lives of people who choose to live authentically, happily, and without shame for who they are. To me, Pride is both a celebration and something I don’t think much of.  I’ve always felt free to love who I love, walk down the street without repercussions, and have the freedom to make choices that make me happy. But I know others before me have not had this choice and some of us still continue to live in fear. Because of this, Pride is about all of us coming together, showing compassion, and maintaining a movement that continues to fight for equality. No one should have the ability to deny someone the right to love who they love. So, I will continue to be part of a movement that celebrates individuality, happiness, and love because to me that’s what Pride is all about. 

Ellaine Quiambao – Account Manager

Pride, to me, is about breaking barriers so we can celebrate and express who we are. It’s about not assuming my kids will fit into a certain box just because they dress a certain way, or want to play with a certain toy. It’s about fighting to create a safe space for them – and everyone – to feel accepted, included and loved. 

Talk won’t solve the climate emergency. We need action.

But smart strategic communications are essential to building public support for the fight against the climate crisis – and for the urgent solutions we need.

As David Attenborough told G7 leaders, “Tackling climate change is now as much a political and communications challenge as it is a scientific or technological one. We have the skills to address it in time, all we need is the global will to do so.”

That poses a crucial question for environmental campaigners – and everyone who cares about saving the planet.

What are the most effective ways of communicating about the climate crisis to motivate change?

And how can the tools of strategic comms help build vital public support for climate action – that protects our planet and protects working people?

Here’s three easy tools and tips that environmental NGOs – of every size – can put to good use to connect with new audiences and help change minds.

Tool 1: Make a (strategic) plan

We all have a long list of things we want to achieve. But to actually get things done, we can’t have 10,000 priorities.

The first step is to make a plan – and define exactly what you need to do.

It’s also the easiest step to miss!

Many environmental NGOs are small organizations. Dedicated staff and volunteers are already pulled in a million directions. And everyone probably has a good sense of the team’s mission.

After all, your goal seems clear – you’re trying to stop the climate crisis!

That’s why it’s easy to feel that making a plan can wait until tomorrow.

But strategic planning is worth it. And it doesn’t have to be a drain on time or resources.

At its simplest, start by articulating the key priority that your organization needs to focus on over the next few months – or years. Make sure your priority is ambitious but also achievable.

Write down the precise steps and milestones that will help you get there. And think about how you’ll measure your success.

(Remember: a plan needs to be in writing – and shared with your entire team. If it’s not on “paper”, it’s not a plan).

With a small investment of time, you can take a big step towards more effective and focused communications – ensuring that all of your team’s energy and resources are helping to achieve your goals.

Tool 2: Craft a message that works

Once you have a plan, you can start developing a message.

Not just a slogan or catchphrase, your message is a precision instrument that defines what you want to say to your key audiences – every chance you get.

It will also become your new best friend.

Hang it beside your desk and you’ll start using it every day. From social media posts and digital content, to interviews, press releases, and publications, your message should make everything easier. And help your entire team speak with one cohesive – and persuasive – voice.

When it comes to communicating about the climate crisis, the challenge is to convey urgency without making people feel overwhelmed.

Start with language that connects – talking directly about what people are thinking, experiencing, and feeling. And use concrete and relatable examples, like fires and floods. Or as the Intergovernmental Panel on Climate Change advises in its helpful handbook for communicators: “Talk about the real world, not abstract ideas.”

Draw out the contrasts in options and outcomes. Show the difference between taking action – and the devastating costs of failure. And remember to put people at the heart of your message.

While many big companies continue to profit off pollution, it’s developing nations, Indigenous communities, women, people of colour, and working-class communities who are paying the biggest price. The climate crisis is about people – and climate action demands climate justice.

Research also shows that many people feel a sense of helplessness. Replace that feeling with solutions that offer hope. Focus on protecting our kids, grandkids, and future generations. And share stories of positive change – and the impact it’s having.

Finally, get concrete about what we can do.

There are actions that individuals and communities can take to reduce our emissions. But there’s also bold action we urgently need from our governments. People need to know that serious climate action – that helps people, workers, and communities – is possible. It just takes political will.

Tool 3: Maximize the effectiveness of your digital reach

Paid advertising isn’t just for big organizations who want to be on television and radio.

Environmental NGOs of every size can make the most of paid digital and social media tactics. With even the smallest budget, you can boost your social posts, expand your audience, and build your network of engaged supporters.

Make the most of free digital tools – like Facebook’s Organic Content testing, which allows you to change the variables of your ads to find the most effective strategy to reach and engage your audience. Google also offers a program with free Google ads for non-profit organizations.

To build engagement, take advantage of news cycles when the climate crisis is in the headlines. Get ready for those moments before they happen, with pre-planned content so you can jump into the conversation.

And don’t be afraid to re-use content. Every post does not need to reinvent the wheel. Your supporting copy can be unique, but your overall messaging and call-to-action should stay consistent.

In short, never be afraid of repeating what works. Consistency is essential to success in persuasive messaging.

By making smart use of these 3 tools of strategic communications, your team will be taking a big step forward – and building support for urgent and meaningful climate action.

Got questions? Want to talk about a specific challenge facing your environmental NGO?

Our team is always here to help. Get in touch here!

For workers helping vulnerable Manitobans, it’s not just a job.

It’s personal. It’s connection.

And it makes all the difference in people’s lives.

Thousands of dedicated workers are on the job every day – in group homes, shelters, and throughout our communities.

They’re providing care and support to people living with disabilities. They’re helping families and youth in crisis, and supporting people living without stable housing and with substance use disorders.

But these frontline support workers – and the people who count on them – are not getting the help they need from Manitoba’s government.

Chronic underfunding has left workers – in both the public and private sectors – with low pay, limited resources, and too little training.

That’s made it virtually impossible for workers to afford to keep going. And high rates of turnover are making life harder for people and families who need support.

Now, two of Manitoba’s largest unions are working together to change that.

UFCW Local 832 and MGEU have partnered on a new campaign, Not Just a Job, to raise public awareness of these challenges – and call on the government to fund quality care and support quality of life.

We all deserve to be safe and supported. And, now more than ever, we need to make sure that workers have the proper training, resources, and pay to do their jobs and deliver the community supports that people need.

The solutions are clear. It’s time for the Manitoba government to:

• Increase funding for group homes, shelters, mobile crisis units, and non-profit organizations that deliver these vital supports – ensuring they can continue to deliver quality care;
• Develop minimum training standards – and ensure that workers have the training and resources they need to deliver the best care; and
• Introduce a new professional designation for people working in the field – to build the profession, allowing workers to deliver consistent care to everyone who needs it.

Not Just a Job is raising awareness about care work that doesn’t get the attention or support it deserves. By sharing the stories of workers and vulnerable Manitobans, UFCW Local 832 and MGEU are highlighting these vital services – and calling on the government to step up and do what’s right.

Check out the campaign and show your support at NotJustAJob.ca.

The NOW team is pretty excited that our clients’ campaigns have been awarded three top honours at the 2021 Pollie Awards, recognizing the best work in public advocacy and issue advertising from the US, Canada, and beyond. (Esquire magazine has dubbed the Pollies “the Oscars of political advertising.”)

Here’s a look at this year’s winning creative. Congratulations to all of our clients for their success over the past year!

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HEU COVID Response Campaign

Every evening in the early months of the global pandemic, people emerged onto their balconies and porches, front steps and driveways, to applaud health care workers on the frontlines. Using anything they could – pots, pans, voices, and hands – British Columbians showed their gratitude for the dedicated workers who are taking care of all of us.

It’s these powerful images and sounds that inspired us to create this ad with the Hospital Employees’ Union, which represents more than 50,000 workers in BC’s hospitals and long-term care homes. This spot uses the sounds and visuals of British Columbians thanking health care workers, to create an ad that returns the gratitude – thanking members of the public for doing their part, staying home, and keeping each other safe.

Our team pulled out all the stops to create these ads in April, just one month into the pandemic. With our production partners, we filmed at six different locations across the province while ensuring physical distancing was maintained to keep all members of the public and crew safe.

These ads met the moment. They captured the gratitude of British Columbians – and conveyed the message that it takes an entire team of health care workers to deliver quality care for our loved ones.

CUPE 500 – It’s Yours

At the start of 2020, the City of Winnipeg was considering drastic cuts to city services. Officials warned that, to meet budget targets, the city might have to close five swimming pools, three public libraries, four arenas, and reduce hours at dozens of other facilities, cutting hundreds of jobs and reducing city services.

CUPE Local 500, the union representing employees at the City of Winnipeg, worked tirelessly to raise public awareness of the proposed cuts – and help save city services. Working together, we developed a campaign with strategically posting billboards close to the most popular and recognizable arenas, libraries, and swimming pools at risk of closure.

In early March 2020, after fierce community pushback, the city’s budget process concluded. And we’re proud to say that while some reductions to library hours and transit services were ultimately approved by Council, the full-scale cuts and closures did not materialize.

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The AAPC announced this year’s winners during the 2021 Pollie Awards Virtual Ceremony on April 29. The Pollie Awards are awarded annually to members of the political advertising and communications industry who have demonstrated superior work on behalf of their candidates and causes.

At NOW, we work with non-profits, unions, and progressive leaders who are making life better for people, protecting public services, and speaking up for working families. We’re incredibly proud to create great campaigns for good causes – and to inspire action that makes our communities stronger.

What a year it’s been for students, parents, and teachers.

Adapting to new ways of learning. Finding new ways to connect. Juggling the demands of working from home and helping kids keep up.

It’s been full of worry, stress, and constant change.

But through it all, teachers have been there for students. And if there’s one thing that most parents have felt, it’s a new appreciation for school – and the work of educators.

This connection – between parents and teachers – is at the heart of a new ad we’ve created with the BC Teachers’ Federation. The ad was produced under the direction of our chief creative officer, Paul Degenstein, and our agency producer, Christina Day.

One Parent’s Story shows how parents and teachers have worked together throughout the pandemic. And it reminds viewers that the challenges inside British Columbia’s schools are bigger than ever. It will take investment in public education to solve those challenges and deliver the support that every child needs. 

The ad closes with a powerful message: “Our kids and their teachers. Worth investing in.”

Filmed and produced in adherence with all COVID-19 regulations to keep everyone safe, the new ad is airing provincewide across BC as part of an innovative integrated campaign with Corus Entertainment.

In partnership with Global News and 980 CKNW, British Columbians will hear the story of a teacher during Believe BC, a series focused on how people have stayed committed and reimagined their work through the pandemic. Based on a great interview with the team from Global News, a 60 second vignette will air as a 30-second PSA province-wide on Global TV.

As part of the campaign, we also asked BCTF members why they became teachers, what has inspired them the most in the past year, and how different teaching and learning has been this year. Their responses will be featured on TV and social as part of series called “I’m a Teacher Because.”

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At The NOW Group, we’re excited to work with the BCTF – and to support investment in public education. And we’re proud to continue building our reputation as Canada’s leading creative agency for public education advertising.

In the past year alone, our work on education campaigns for the BCTF and clients across Canada has been recognized internationally with six awards:

• Gold Award, Outdoor Campaign, Summit Awards 2020
• Silver Award, Public Service Television/Internet/Radio, Summit Awards 2020
• Best Canadian TV Ad, Reed Awards 2020
• Best International Online Video (Sub-National), Reed Awards 2020
• Bronze, Television/Commercial Campaign, Summit Awards 2020
• Bronze Award, Social Media Campaign, Summit Awards 2020

Congratulations to the BCTF on the launch of their new campaign – and thanks to all of BC’s teachers and educators for the work they do so well.

Sometimes it takes a crisis to see what matters most. And what matters most is our health – and the health of those we love.

That’s the insight behind What Matters, our latest collaboration with the Health Sciences Association of Alberta, which represents nearly 30,000 health care professionals across the province.

‘Health matters’ is a powerful message that resonates with many of us during this pandemic. But in Alberta, where Premier Jason Kenney and his Conservative government are also cutting and privatizing health care services and thousands of jobs, it means even more.

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This ad captures the difficult moments that none of us wish to experience; moments when nothing matters more than the health care we need.

First aired in 2020, the ad is back on-air province-wide this spring. With a strong creative theme and consistent messaging over time, HSAA is holding the government accountable for its actions – and motivating Albertans to protect public health care. 

In recognition of Black History Month, we’ve been looking back at some of the incredible stories from Black activists, poets, and writers that have had an impact on members of our team over the past year. 

From books and essays to podcasts and documentaries, these are stories that have challenged us, moved us, educated us, brought us to tears, and inspired us. And as February draws to a close, we want to help keep the conversation going. 

Positive change requires action 365 days a year. It requires celebrating Black stories every month; supporting Black creatives, organizers, non-profits, and businesses; and taking meaningful action to end anti-Black racism and systemic discrimination in every form it takes.

As a creative agency dedicated to positive change in the lives of Canadians, we’re committed to doing this work alongside so many others. And it starts by making the most of every opportunity to listen to, elevate, and share Black voices.

Heads up: watching The Skin We’re In isn’t a substitute for reading The Skin We’re In, nor is the book a substitute for the film. 

Both works touch on Desmond Cole’s experiences with racism and advocacy and cover recent developments in anti-Black racism and Black activism in Canada, but each covers different territory and builds on the other. Cole’s experiences and writings cover a broad swath of recent and historical injustices while Charles Officer’s striking film powerfully chronicles a movement through Cole’s journey. 

Too often, we learn about movements and activists who are far away and long ago. The Skin We’re In isn’t just a story. It’s a guide to how to act and who to support – here and now.

In 2020, you likely saw a lot more of a new-ish acronym tossed around: BIPOC. And just like every time a new term emerges, you might have wondered: what does it mean? Should I be using it? What does it say about me if I use it – or don’t?

This episode of the podcast Code Switch explores the meaning of BIPOC in a way that’s open and honest, serious but lighthearted, heartfelt and inquisitive. Even for people who experience racism regularly, terminology can be tricky. And this discussion shows how much is to be gained by crawling before running. 

Whether we’re considering using POC, BIPOC, or some other identifying term, the lesson might sound familiar: break down jargon. Get to the core of what you’re trying to say and communicate in clear terms we all understand. When we do so, it doesn’t just keep us from causing offense – it helps us see each other more clearly.

During this past summer, when surging COVID numbers intersected with the George Floyd protests, 99% Invisible posted an episode about the Freedom House Ambulance Service. In tracing the origins of paramedic services, 99PI showed us both how first responders might be re-imagined, and just how much our societies owe to Black communities for innovating an indispensable public service. 

We have a lot more work to do. And we would love to hear your recommendations, too. Connect with us on Facebook, Twitter, and Instagram.

Joining a union has real benefits – like better wages, job security, and safety at work. Who better to share that message than union members?

Together with UFCW 832, the largest private sector union in Manitoba, the NOW team created a new ad for an organizing campaign that puts members front and centre.

I am with UFCW. I have all these things.
You can have them too.“

– UFCW member

With members speaking to camera about the benefits that come with union membership – and inviting more workers to join the union – the ad delivers an authentic and aspirational message. 

For many non-unionized workers, joining a union can be daunting. It can be hard to figure out how to do it, whether it’s worth it, and where to start. And it’s scary when bad bosses try to stop workers from organizing.

At its heart, this ad is an invitation. It’s about showing non-unionized workers that UFCW’s doors are open – and everyone is welcome to join.

This ad also helps viewers connect with what every worker wants from their job: the ability to build a better life. And that’s exactly what UFCW 832 helps its members achieve by fighting for living wages, health benefits, pension plans, safety on the job, and so much more.

As one of the members says in the ad, “I am with UFCW. I have all these things. You can have them too.”

Most importantly, this ad is working. Since launching the ad late last year, UFCW has connected with a number of workers not currently represented by a union. 

We wish UFCW all the success in their continued efforts to make life better for working people.