Christina Day

Stuck in traffic? Tired of the drive? Want to curb your emissions and cut your commute?

It’s time to try transit.

CUPE transit workers in British Columbia have launched a new out-of-home and social media campaign to help bring more people on board. And our team is excited to bring the campaign to life.

Transit ridership fell dramatically during the pandemic in cities across Canada and the US. And ridership still hasn’t returned to pre-pandemic levels. After two years, many people are simply out of the habit of taking public transit.

That’s a big problem. Low ridership could mean more cuts to transit service. And that hurts people’s access to good jobs, education, and housing – and hurts the climate by keeping more vehicles on the road.

Major transit agencies – from Chicago to Toronto and New York City – have launched advertising campaigns to bring riders back. And now, CUPE Locals 4500 and 7000 in BC are taking action to help get more riders back on public transit in Vancouver, the Lower Mainland, and Victoria.

Together with CUPE and their members who work for SkyTrain, Coast Mountain Bus Company, and BC Transit, we’ve developed a campaign that speaks directly to drivers stuck in traffic. Billboards on major streets pose questions to drivers, reminding them of the many benefits of transit. It’s a natural contrast – between being stuck in gridlock or being on a moving train.

Multiple versions of the creative help keep the message fresh, no matter where you look. And our team developed a simple, easy-to-read design – with neon yellow accents that lend an industrial feel to the creative. 

The design approach is purposefully clear and uncluttered to help convey the simplicity of choosing transit. Because practical, reliable, and simple is exactly the message we want to deliver.

Accompanied by an extensive campaign across social platforms, our layered tactics are reaching our audience multiple times throughout their commute and their day. Our social ads feature CUPE members prominently, showing the real faces of transit workers who help deliver a great service every day. It adds a human dimension and personalizes the campaign in a way that works particularly well for social platforms. And it reminds our audience that transit workers play a vital role in delivering the services that make our communities strong. 

Want to talk about how we can protect and improve public services in your community? Give us a call. We’re here to help.

When you think of health research and innovation, Ottawa should be top of mind. 

It’s the place where better care is being delivered and developed every day – thanks to a unique partnership amongst the University of Ottawa’s Faculty of Medicine and Faculty of Health Sciences, the Children’s Hospital of Eastern Ontario (CHEO), The Ottawa Hospital, Hôpital Montfort, Bruyère Continuing Care, and The Royal Ottawa Mental Health Centre.

Through their close collaboration, these institutions are forming Ottawa’s Academic Health Network. And together, they’re making Ottawa the place to be for world-leading health research and cutting-edge clinical care. 

From unlocking the secrets of genetics to finding novel therapies for rare diseases, new discoveries are occurring every day inside Ottawa’s hospitals and health faculties. And those discoveries are improving care for patients and families around the world.

That’s a story worth sharing.

This spring, the University of Ottawa’s Faculty of Medicine – Canada’s first and largest bilingual medical faculty – asked our team to help raise awareness of Ottawa’s Academic Health Network.

Each institution is known for its unique expertise.
What isn’t widely known is the power of their partnership.

The challenge was clear. Each of Ottawa’s hospitals and health faculties has a unique identity, its own character, and strong brand awareness with its key audiences. Each institution is known for its unique expertise. But what isn’t widely known is the power of their partnership.

Our job was to elevate them together. To build awareness amongst medical researchers about Ottawa’s Academic Health Network, we needed to show the connection and collaboration amongst these institutions – and the unique opportunities this cooperation creates for conducting health research in Ottawa.

Working with our production partners, our team filmed new footage inside Ottawa’s hospitals and health faculties. And families, researchers, and staff generously shared their time and stories with our team. 

The result is a beautiful long-form video that welcomed attendees to the Canadian Medical Hall of Fame laureate induction ceremony in Ottawa on June 17, 2022. 

The bilingual video showcases the stories and voices of researchers who have chosen to make Ottawa their home. From providing world-class pediatric care to ensuring that planetary health and social accountability are at the heart of medicine, researchers have come from around the world to do exceptional work right here.

Partnership. Connection. Collaboration. Together, they make Ottawa the place for everyone – from world-leading health researchers to the next generation of students – to take their next step forward.

The work we do isn’t about winning awards. 

It’s about winning real results for people, winning hearts and minds for good causes, and winning positive change in people’s lives.

But once in a while, it’s a nice perk to be recognized for making top-notch persuasive ads – that get noticed by our peers in the advertising industry.

We’re thrilled to announce that our work with Canada’s NDP has been recognized with four awards at the 2022 Pollie Awards, sponsored by the American Association of Political Consultants. 

For our team, it was a huge privilege to work as the lead ad agency with Jagmeet Singh and Canada’s NDP in the 2021 federal election. And we couldn’t be more proud to help Jagmeet bring his message to millions of Canadians during the campaign. 

Judged alongside the best work from Democratic campaigns across the US, it’s an honour to be recognized by the Pollies for delivering a fully-integrated ad campaign designed to reach more people than ever.

Best in Show – Democrat
Silver

We developed a unified campaign brand with a look-and-feel that reflected what people love most about Jagmeet. It’s fresh, energetic, and aspirational – just like him! And with an upbeat and relentlessly positive campaign from day one, the NDP offered Canadians a refreshing and optimistic choice. Because better is possible.

To connect with voters, we crafted ads in 10 languages. And the NDP was the only party to run tight 10 second ads on broadcast TV – a great way of reaching our audience again and again.

Best Digital or Internet Campaign – Democrat
Bronze Award

Our innovative media strategy delivered huge digital reach – achieving over 97 million digital impressions. From smartphones and Connected TV to podcast ads and elevator screens, we helped Canadians see more – and hear more – of the NDP’s positive message. 

Most Original/Innovative Collateral Material – Democrat
Gold Award

Jagmeet’s brand of politics is all about being with people. So we brought the ad campaign to where people are at! We reached people on the street with wild postings, met them on transit with a streetcar takeover in Toronto, and joined them on screens in restaurants and bars, salons and apartment elevators.

Our goal? Connect with people in a split-second. And put a smile on more faces.

Best Use of Negative or Contrast – Democrat
Bronze Award

After six years of disappointment from Prime Minister Trudeau, the NDP offered progressive voters a message of hope and optimism. This ad, His Votes, uses real footage of Trudeau voting against the very policies he claimed to champion. By leaning into verifiable facts backed up with footage from parliamentary votes, this ad gives voters new information that they deserved to know.

We’re proud of a campaign that showed what people love about Jagmeet. He’s real, honest, and down-to-earth. And we’re honoured to be recognized amongst the top political campaigns of 2021 from across North America.

Want to talk about your next campaign? 

We’re always here to help. Together, let’s do some good!

At The NOW Group, we’re dedicated to projects that make life better for people across Canada. And this spring, we’re honoured to partner with Pauktuutit Inuit Women of Canada on a new public awareness campaign to help end violence against Inuit women and girls – and meet survivors’ needs.

Everyone has a right to be safe and live in healthy communities. But across Canada, far too many women continue to experience violence and live in fear.

The rate of violence experienced by Inuit women is 14 times higher than the national average. And the broken system of courts and policing remains out-of-touch with Inuit values and culture, leaving many survivors without the help and support they need.

As the national non-profit organization representing Inuit women across Canada, Pauktuutit Inuit Women of Canada works tirelessly to promote the rights of Inuit women and children. In 2018, we worked together to develop the award-winning Believe. Ask. Connect. campaign.

Now, we’ve partnered again on Pauktuutit’s latest campaign, with a beautiful and authentic ad filmed in and around Iqaluit – and airing across Northern Canada in English and Inuktitut.

Pauktuutit’s new campaign is informed by conversations with Inuit women across Inuit Nunangat, and a multi-year research project to study the criminal justice system’s response to gender-based violence in Inuit communities.

The research findings confirm more resources are urgently needed to meet survivors’ needs. Inuit communities hold the solutions to help end violence, but need immediate funding for shelters, transitional housing, and more community-led supports.

With stunning footage of the land and beautiful portrait shots, the new ad achieves the essential balance of speaking about violence while showing the incredible strength of Inuit women and communities. And the voiceover delivers the message that “we need more help and resources to guide us gently towards hope and healing.”

Meeting Survivors’ Needs was only possible because of the valuable contributions of the Inuit Women’s Advisory Committee, whose members have helped ensure the campaign reflects the lived experience of Inuit women of Inuit Nunangat.

To learn more about this campaign and add your voice, visit Pauktuutit.ca.

The last two years have been difficult for everyone in our school communities. And a new ad for The Manitoba Teachers’ Society is giving a much-needed boost to educators and parents alike.

With bold and colourful animation, the eye-catching spot celebrates the dedication of teachers – and what it means for students.

Tapping into the desire for hope that we all feel right now, the ad offers an energetic and uplifting reminder of the power of public education. And it’s a perfect example of how to connect with our audience by celebrating what we all value and cherish.

School is where kids grow. And parents see it every day.

When kids get home from school, they always bring something new with them – like a little more confidence, a lot more questions, or even a different pair of shoes!

But what truly makes schools great are the dedicated teachers and school staff who are there for our kids every day – helping them learn and helping them grow. And after two years of the pandemic, more people than ever understand the valuable role that Manitoba’s teachers play in the classroom and in our communities.

By celebrating the power of education, this new ad from MTS is helping to keep education top-of-mind for families and decision-makers as they head into the summer break. And it reinforces the bond that’s shared between Manitoba’s parents and more than 16,000 teachers across the province.

If you’re in Manitoba, catch the campaign on TV, digital, and social platforms through late June.

At NOW, we love great design. And not just the type that keeps us scrolling through Instagram.

From graphics that grab attention to visual identities that engage and reflect our audiences, great design has the power to help your message go further – and bring more people into the conversation.

In our latest design project, we’ve partnered with the Saskatchewan Teachers’ Federation, representing about 13,000 teachers across the province, to design a new look for their new magazine.

For over 80 years, the STF’s newspaper – the Bulletin – has been a must-read source of information for teachers across the province. And this spring, we helped the STF build on that proud reputation with a fresh new approach to support the work and well-being of today’s teachers. 

The new Bulletin magazine features more voices, more resources, and more ways of engaging educators. Every edition will feature stories that reflect the diversity of Saskatchewan’s schools – and help support efforts to build more inclusive classrooms and communities. 

Check out the first edition here. 

The new design is bright, bold, and celebratory. It reflects a vibrant profession – and the promise that public education holds for every child. 

Our design team was inspired by the STF’s logo, which includes a prism that refracts and reflects light. It’s a powerful symbol of how public education opens new worlds of opportunity. 

As part of this spring’s launch, enhanced digital offerings make it easier for readers to access the Bulletin online and share articles across social media. Paired with our new approach in print, the magazine will deliver content that remains relevant for longer than just a typical newsfeed. 

After all, great design isn’t just about drawing your audience’s attention once. Beautiful and compelling visual approaches have the power to draw people in again and again. That makes great design an essential part of growing your audience – and building your community of supporters. 

Want to talk about design? Looking for a fresh approach to your organization’s own member communications and visual identity? 

Give us a call. Our team is always ready to help.   

It’s Awards Season! And we’re excited to announce that NOW and our clients have won six awards at the 2022 Reed Awards.

Recognizing excellence in campaign and advocacy advertising, this year’s Reed Awards include international entries from across Europe, Latin America, and Australia.

We’re thrilled that NOW’s work stood out to the judges. This year, our clients’ campaigns have been honoured with top awards for:

• Best Canadian TV Ad
• Best Canadian Online Video
• Best Canadian Online Ad Campaign
• Best International Use of Outdoor Advertising
• Best International Online Ad Campaign

We couldn’t be more proud of the work that our team and our clients are doing – to make life better for people.

And as NOW celebrates our 30^th anniversary, we’re especially proud to have been named Best International Firm. It’s an honour we share with our clients and production partners across Canada.

Take a look at one of our winning entries!

Best International Online Ad Campaign

Parallel Stories
Campaign: Care Can’t Wait
Client: Hospital Employees’ Union

Long-term care needs a long-term fix. Working with the Hospital Employees’ Union in BC, our team designed a new iteration of HEU’s Care Can’t Wait campaign – with fresh creative, an innovative approach to storytelling, and a beautiful new website.

To bring the stories of long-term care residents and workers to life, we developed two ads that complement each other. Told from the perspective of a senior and a worker, these ads reflect the compassion and dedication that workers demonstrate every day – and how it means the world to seniors living in care.

To find out more and show your support for the campaign, visit CareCantWait.ca.

From casual viewers to die-hard fans, Canadian audiences can’t get enough sports.

28 million Canadians tuned into TV coverage of the Tokyo Olympics in 2021, according to CBC. Viewership for digital video soared by 62 per cent over the previous games.

And this winter, from the Beijing Olympic Games to the World Cup qualifying matches, millions of people are watching Canada win.

Sporting events offer huge potential to reach audiences. But too often, public sector and non-profit advertisers aren’t taking advantage of every opportunity to get into the game. And that could be a mistake.

There’s a myth that it’s mostly men who watch sports. But it’s just not true.

Watching sports – with a seat-warmer underneath you or from the comfort of your own home – is an event for the entire family. And if there was ever a gender-gap in sports viewership, it’s disappeared.

Women account for nearly half of all NHL hockey viewers, as of fall 2020. And women’s sporting events draw enormous ratings.

When the Canadian women’s soccer team won gold in Tokyo, over 4.4 million viewers were watching, making it the most-watched event by Canadians at the Olympics.

Sports viewers are exactly the audiences who need to hear your message.

And now, there are more ways than ever to get noticed – no matter what your budget.

Here are 8 tactics to help get you in the game.

1. Cut through with targeted TV for big events

Sure, multiple Super Bowl ads might be out of reach. But you can still consider TV with targeted reach to make it more affordable.

For instance, it’s possible to buy one TV spot for the Super Bowl or for just one night of Hockey Night in Canada in just one region – putting your message on the air for a big audience without breaking the bank.

2. Show up on sports radio

It’s where fans go when they’re on the go. And radio is affordable and widely-available.

Here’s a bonus. Radio has huge creative potential. Just imagine the sound effects!

3. Do a digital takeover

Sports fans turn to The Score and other popular sports news sites to keep up with every goal and every trade. Digital ads and website takeovers are a great way to reach new eyes.

4. Make a splash with out-of-home advertising

When CUPE 500 in Winnipeg needed to save local pools and arenas from being shut down, we worked together to design an award-winning campaign featuring billboards near the facilities at risk of closure.

We caught drivers’ attention as they drove their kids to the pool and arena, raising awareness with a highly targeted message that was instantly relevant to people’s lives.

5. Sponsor a sporting event

In Saskatchewan, SGEU has sponsored the Saskatchewan Junior Hockey League for years. And it’s a brilliant way of building brand recognition and supporting the community. Every month, there’s even a SGEU MVP of the Month.

From sponsoring a national event to supporting local and regional leagues, sports events bring communities together. Showing up is a great way to show your support.

6. Get noticed with rink board advertising

How often is your audience sitting with your ad for… hours?

Rink boards are a fantastic way to reach arena audiences and make a big impression. Avoid faces on rink boards – because puck marks are going to happen. And stick with a message that’s clear, simple, and tailored to fans.

7. Go deep with podcasts

Dedicated sports fans love their podcasts. And there’s lots to choose from. Sportsnet alone produces at least 19 podcast shows!

That’s a lot of ears. And podcast listeners love storytelling that speaks directly to them.

8. Get creative

Every ad needs a hook. And sports offer great potential for creative concepts.

Depending on your campaign, a partnership with a local team might make sense. Interviews with athletes and coaches – well-known local sports personalities – are a great tactic to help public health messages reach a larger audience.

Got questions? Want to explore tactics for your next campaign? Give us a call! We’re always here to help.