The NOW Group

Christina Day

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All workers need a union. It’s the key to better wages, better working conditions, and better public services for Canadians. 

Yet, right now, too many health care workers in BC still don’t have a union, especially lower-paid workers in private seniors’ care. It’s tough work, and it’s underpaid. And without a union, these workers don’t have the backup they need.  

BC’s largest health care union is working to change that.  

HEU’s province-wide organizing campaign combines high-visibility creative and precision-focused tactics to reach non-unionized health care workers where they are – at work, en route, and in their communities. 

Launched first in 2025 and continuing through 2026, the campaign features billboards, transit ads, and social and digital ads featuring real HEU members.  

And the campaign invites non-unionized health care workers to join HEU, the best union for BC’s health care workers.  

Check out the campaign! 

Organizing is hard work. It takes genuine conversations, real relationship building, and sustained commitment to show up and build trust.  

HEU’s new campaign supports the vital work of organizers by building visibility for the union and ensuring that workers see HEU’s presence repeatedly, including on their way to work, in their feeds, and when the shift is done. 

Our team is deeply committed to building Canada’s labour movement – and helping all unions win better wages and working conditions for more people in more places. 

Want to talk about your union’s next organizing campaign?  

There’s no time like now to get started! Let’s talk. 

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Low wages for workers come with dangerous side effects for everyone who needs health care. 

That’s the stark warning in CUPE 5430’s new campaign to demand fair pay for 14,000 workers who keep health care running in Saskatchewan. 

The lowest pay in Canada and four years of frozen wages — during a national cost of living crisis — are having devastating consequences for frontline health care workers across the province. Without immediate action to raise wages, many can’t afford to keep working in health care. 

And the consequences aren’t just felt by workers and their families. They’re felt by patients, too. 

Side effects include short-staffing, health care workers leaving, hallway medicine, and longer waits for care. 

The new campaign is airing province-wide on digital video, billboards, transit shelters, and across social media platforms. 

We’re incredibly proud to support the work that CUPE 5430 is doing on behalf of all health care workers and patients across Saskatchewan. See more of the campaign at FairDealforHealthCare.ca.  

Want to talk about your union’s next campaign to win better wages and working conditions for all workers? Contact us here. Our team is ready to help. 

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Working families are feeling it every day. Pay cheques aren’t keeping up with the cost of living. And it’s true for almost everyone — unionized and non-unionized workers in both the private and public sectors. 

Now, MGEU is leading the call to help change that with a new campaign across Manitoba that aims to build support for higher wages for all workers. 

It’s time to pay workers fairly. That’s the Manitoba way.  

First launched in June and continuing through the fall, MGEU’s new campaign across Manitoba urges the provincial government and employers to pay all workers fairly.  

It’s an inclusive message that supports bargaining efforts on behalf of MGEU’s 34,000 members. And it advocates for better wages for every worker in the province. That makes it a great example of how unions can stand up for their members and for all workers, too. 

At the heart of the campaign is a simple truth: right now, virtually every worker needs a raise — and that includes public service workers who deliver public services for Manitobans every day. Backed up by qualitative research, we know that’s a persuasive message that resonates with Manitobans, helping to build support for investments in better wages and working conditions for the people who keep our public services running. 

The new campaign features a series of signature video ads that lean into what makes Manitoba the friendly province. Manitobans look out for each other, lend a hand, and do what’s best for one another. It’s a big part of what it means to live in Manitoba. And now, it’s time for the government and employers to do the very same — for all workers. 

The new campaign includes online video, billboards, radio spots, and social media ads across the province. Building on the momentum of MGEU’s refreshed visual identity, MGEU’s logo is a nod to the union’s proud past, while emphasizing its forward momentum, growth, and ambition. 

For many years, MGEU’s brand had been well-served by a simple red box with white lettering. But by 2025, it was time for the union’s look to evolve to better reflect its growing membership and influence.  

MGEU called on our team to find the best solution. And we delivered. We guided MGEU through our proven brand refresh process, listening to the team and designing a look and feel that’s fresh — but, importantly, speaks to the union’s unwavering values and its aspiration to truly make life better for everyone. 

The new logo takes MGEU ‘out of the box’ with a modern look designed to prioritize accessibility and digital use. Our design team re-imagined the iconic square as a red corner and arrow, moving the brand forward and upwards, and reflecting MGEU’s commitment to lifting up its members and all Manitobans. 

While the union’s look has been reimagined and refreshed, MGEU’s time-honoured tagline — Putting People First — remains at the heart of the brand. It’s the frame that perfectly defines MGEU’s commitment to the people and public services that make Manitoba’s communities strong and vibrant. 

We’re incredibly proud to support the work that MGEU is doing on behalf of its members and all Manitobans.  

Learn more about the new campaign here.  

Want to talk about your union’s next campaign to win better wages and conditions for workers? Reach out! We’re here to help! 

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No question. FIFA’s new “hydration breaks” suck.

Like fans everywhere, we hate how they change the game and mess up the momentum.

But as much as we loathe the breaks, you’ve got to admit. Some of the ads are pretty good. Respect (where it’s due).

In non-profit and labour spaces, we’re usually not working with the unlimited budgets these spots have on their side, but it doesn’t mean we can’t learn the lessons to help you with your next campaign (and we’d love to)!

Here’s a quick wrap of some of our favourite ads from this World Cup. Just try looking away.

Lesson 1: Tell a story. And tell it well.

Ignore the big-name celebrities in this spot from Adidas. (We’re still fuming about Timothée’s unsolicited thoughts on the opera and ballet).

What makes this spot work isn’t really the talent. It’s good storytelling, pure and simple.

It hooks our attention, grabs our curiosity, and—crucially—tells us why we’re watching. We want to know what’s happening and how this (probably) true story is going to go.

There’s rumour, legend, intrigue, flashbacks, humour, and every hairstyle David Beckham has ever sported. No wonder it’s called “The Greatest Football Story Ever Told.” And we’re here for it till the very end.

Lesson 2: A great hook is both recognizable and unexpected.

“England x Palace”? No no no.

This ad could be called “Shakespeare x Football.”

The visual hook is what we love. The opening shots show a neck ruff – that pleated fabric collar from the 16th century that instantly reads Elizabethan – being worn by the guy we least expect: England legend Wayne Rooney.

It’s both incredibly well-known and completely surprising in this context. And that’s the reason we’re watching past the first few seconds.

Lesson 3: Make your audience part of the team.

This Brazilian ad is a reminder that a great ad needs to bring your audience on side—and make them part of your team.

Lesson 4: Lean in to what people already know.

“Les Bleus en Amérique” is a fun ad (and never underestimate the value of that).

This spot is a fast-moving play on some of the most well-known genres of American cinema. After all, Hollywood has been exporting American culture for a century. Why ignore that when you can mine it?

This ad shows that one of the best ways to build an instant connection with your audience is to lean in to what they already know and think.

In other words, meet people where they’re at. After that, you can go anywhere—together.

Lesson 5: Never take art, music, copy, type, and design for granted. They’re the essential ingredients of great advertising.

What is football? It’s “where strangers become brothers and sisters for 90 minutes,” according to the squad launch video from the Scotland National Team.

Now that’s beautiful copy—for the beautiful game.

Meanwhile, the Fédération Française de Football went for beautiful art direction. And it pays off with a spot that’s visually too interesting to stop watching.

Want to talk about a great ad for your next campaign? Our team is always ready to help.

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Choosing a bottle for the BBQ this weekend?

If you’re in Nova Scotia and shopping at the publicly owned NSLC, then no matter what you pick, you’re making the perfect choice!

NSLC liquor stores put 100 percent of profits back into Nova Scotia’s communities. That’s over $280 million a year for schools, hospitals, and roads.

And this summer, NSGEU is working to keep it that way with a fresh campaign to protect public liquor from privatization.

From delivering crucial funding for public services to supporting social responsibility and good jobs in small communities, publicly owned liquor means there’s more in every bottle.

But in recent months, the provincial government has announced that it’s opening the door to potentially privatizing liquor sales, a decision that would put all the benefits of public liquor in jeopardy. And if the government proceeds with privatization, families and communities will wind up paying for it.

Public liquor is working for Nova Scotians. Why mess with a good thing?

Working with NSGEU, the union that represents 700 members working at NSLC, our team designed an eye-catching new campaign to let Nova Scotians know the value of public liquor sales – and how privatization would put it all at risk.

Launched in June, the campaign taps into the summer vibes to celebrate all the good that public liquor delivers for Nova Scotia.

A new radio spot, airing province-wide throughout July, leans into BBQ season. And the campaign features a suite of beautifully designed digital and social ads with a range of tones – some are cheerful and celebratory of the benefits of public liquor, while others deliver a cheeky contrast: “Privatization? Put a cork in it.”

Our team couldn’t be prouder to support NSGEU’s work to keep liquor public and keep it working for all Nova Scotians. It’s about protecting the public services that people count on – and the public ownership that makes our communities stronger.

Want to talk to our team about your next campaign to support good jobs and public services? We’d love to hear from you.

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Ce blog est disponible en français ici.

The first-ever campaign from the Montréal Firefighters’ Association is getting noticed by our international ad industry peers, winning the award for Best Canadian Outdoor Advertising at the 2025 Reed Awards, sponsored by Campaigns & Elections, as well as the Gold Award for Best Outdoor Advertising at the 2025 Pollie Awards!

The campaign launched in September with eye-catching digital ads calling for fair pay and safer working conditions for local firefighters. And it grew to include high-profile ads at Montréal’s busiest metro stations, as well as street corners, transit shelters, and BIXI bike stands across the city.

Firefighters are there for us in the most dangerous moments of our lives. We count on their courage and professionalism to help the rest of us during fires, floods, car accidents, and natural disasters.

But every day, firefighters face life-threatening risks on the job. Responding to any call can come with profound mental and physical health impacts, including exposure to toxic substances that cause serious illnesses. And those toxins can contaminate firefighters’ equipment, travelling back to the fire stations and to firefighters’ own vehicles, homes, and families.

As the Montréal Firefighters’ Association—the union representing over 2,300 firefighters in Montréal—prepared for its next round of collective bargaining, it decided to launch its first-ever public advertising campaign to raise awareness of the challenges facing its members and encourage city leaders to deliver a fair deal. While Montréal has the second-largest fire service in Canada, its firefighters’ salaries rank 153rd out of 170 fire departments across the country—and that needs to change.

We designed and produced eye-catching out-of-home and digital ads—featuring original photography of a member of the Montréal fire service.

It’s a striking image that highlights the vulnerability of people in a profession known for selfless strength and heroism. And the message is simple and direct: “Courageous. Reassuring. Dependable. But at what cost?”

The campaign ran in French with digital ads online and out-of-home ads on major bus routes and inside the city’s busiest downtown metro stations—Berri-UQAM, Champ-de-Mars, and Place-d’Armes.

By securing these coveted locations, we ensured that tens of thousands of commuters could see the ads each day during a campaign that was scheduled to run for two months, but received significant additional bonusing from vendors. And the digital ads directed viewers to the campaign’s website, ButAtWhatCost.ca, where visitors can send an email directly to city councillors.

As a result of the campaign, nearly 5,000 emails were delivered to local leaders, helping to raise the profile of the city’s firefighters and highlight the importance of their health, safety, and well-being.

Want creative advertising that raises attention for the issues that matter to your members—and helps drive support for your union’s collective bargaining efforts?

Give us a call. Our team is here to help!

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Find the blog post in English, here.

La toute première campagne publicitaire de l’Association des Pompiers de Montréal obtient une reconnaissance de nos pairs internationaux ! Elle a remporté le prix d’or aux Pollies 2025 pour la Meilleure publicité extérieure, commandité par l’American Association of Political Consultants, ainsi que le prix Reed 2025 pour la Meilleure publicité extérieure au Canada, commandité par Campaigns & Elections.

La campagne, lancée en septembre grâce à des publicités numériques captivantes, appel à un salaire juste et des conditions de travail sécuritaires pour les pompiers de la ville. La campagne s’est transformée en publicités haut de gamme et étendue aux stations de métro les plus fréquentées de Montréal, ainsi qu’aux coins de rue, aux abris d’autobus et aux stations BIXI de la ville.

Les pompiers et pompières répondent présents aux moments les plus dangereux de nos vies. Nous comptons sur leur courage et leur professionnalisme pour nous aider durant les feux, les accidents de la route et les catastrophes naturelles.

Chaque jour, les pompiers risquent leur vie au travail. Répondre à n’importe quel appel peut avoir de profondes répercussions physiques et mentales. Par exemple, l’exposition à des substances toxiques peut mener à des maladies graves. Ces toxines peuvent contaminer l’équipement, et se rendre jusqu’aux casernes, aux véhicules personnels, aux maisons et aux familles des pompiers.

L’Association des Pompiers de Montréal, un syndicat représentant plus de 2 300 pompiers et pompières à Montréal et se préparant à la prochaine ronde de négociations collectives, a décidé de lancer sa toute première campagne publicitaire pour sensibiliser les gens aux difficultés de ses membres et pour encourager la Ville à conclure une entente juste. Même si le service d’incendie de Montréal est le deuxième en importance au Canada, le salaire de ses pompiers se classe au 153e rang sur 170 services d’incendie au pays – et cela doit changer.

Nous avons conçu et produit des publicités numériques et extérieures captivantes – mettant en vedette des photos d’un membre du service d’incendie montréalais.

C’est une image saisissante qui souligne la vulnérabilité des membres d’une profession connus pour leur force et leur héroïsme. Le message est simple et direct : « Courageux. Rassurants. Fiables. À quel prix? »

La campagne a été déployée en français par l’entremise de publicités numériques et de publicités extérieures (itinéraires passants d’autobus, stations de métro achalandées du centre-ville : Berri-UQAM, Champ-de-Mars et Places-d’Armes).

En déployant la campagne dans ces lieux prisés, nous avons fait en sorte que des dizaines de milliers d’usagers du transport en commun voient les publicités quotidiennement durant une campagne prévue pour deux mois, mais qui a reçu beaucoup de visibilité supplémentaire de la part des fournisseurs. Les publicités numériques ont dirigé les gens sur le site Web de la campagne, aquelprix.ca, et les visiteurs ont pu envoyer un courriel directement aux conseillers municipaux.

Résultat des courses? Près de 5 000 courriels ont été envoyés aux dirigeants locaux, permettant d’améliorer l’image des pompiers de la ville et de réitérer l’importance de leur santé, de leur sécurité et de leur bien-être.

Vous avez besoin d’une campagne créative qui met en lumière des enjeux importants pour vos membres, et qui attire du soutien envers les efforts de négociation de votre syndicat?

Donnez-nous un coup de fil. Notre équipe vous donnera un coup de main!

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The Canadian Interagency Forest Fire Centre (CIFFC) has launched its first national, bilingual ad campaign for the FireSmartTM Canada program to help prevent fires and reduce the risk of damage to our homes and communities.

Building on three decades of experience working with governments and public agencies to make life better for Canadians, The NOW Group is proud to help CIFFC deliver the campaign to millions of people this spring.

With a fresh creative approach that puts a new spin on one of the most well-known phrases for campers and rural vacationers, the new ads call on people to ‘Please Don’t Feed The Wildfires’.

It’s a polite, firm, and very Canadian reminder to make sure we don’t ‘feed’ wildfires the fuel they need to grow and spread.

With a changing climate, the threat of wildfires continues to increase. And Canadians have witnessed the devastating impacts they’re having on communities across the country. Every year, the fire season is starting earlier and ending later. And more homes and communities, in more places and regions, are finding themselves at risk from wildland fires, in ways they never imagined.

It can feel overwhelming. And it can be hard to know if there’s anything we can do to help.

CIFFC’s FireSmartTM Canada program is working to change that by developing practical tools for Canadians to prevent fires from starting, reduce the damage to our communities, and increase the resilience of our neighbourhoods.

Learn what you can do to protect your home at FireSmartCanada.ca.

Whether we’re looking after our own home or vacationing in the great outdoors, the new campaign lets Canadians know that there are simple steps we can all take to reduce the risk of wildfires – from planting fire-resistant shrubs to cleaning our eaves and moving firewood away from our homes.

The new campaign is live in regions across the country this spring on digital channels, social platforms, and billboards. And the ads have already been viewed on YouTube over 500,000 times – and counting.