The NOW Group

Christina Day

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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. 

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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.”

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.

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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.

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. 

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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.

Close-up portrait of Desmond Cole, harshly lit from one side by red light.

The Skin We’re In 
by Desmond Cole


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.

Code Switch, Episode “Is it time to say R.I.P. to ‘POC’?”

Illustration of the letters "POC" being pulled at by hands from opposing directions.


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.

99% Invisible, Episode “Freedom House Ambulance Service”


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. 

Until We Are Free: Reflections on Black Lives Matter in Canada edited by Rodney Diverlus, Sandy Hudson, and Syrus Marcus Ware

A collection of essays and conversations touching on Canadian Black activism, organizing, Black-Indigenous alliances, Black-LGBTQ alliances, and so much more. The collection brings together Black writers from across Canada, sharing analysis of Black realities and the ongoing work of Black liberation. This book should be on everyone’s reading list. It’s a brilliant, insightful call to do more – because there is so much more work to do.

Cover of "Until We Are Free"

The Selected Works of Audre Lorde edited by Roxane Gay

Audre Lorde was an American feminist and civil rights activist, who described herself as “Black, lesbian, mother, warrior, poet,” and dedicated her life to fighting racism, sexism, classism, capitalism and homophobia. This collection showcases some of her incredible contributions to intersectional feminism, race and gender studies.

Memorial: A Novel by Bryan Washington

This novel is a beautiful, thoughtful and overwhelming portrayal of queer working class life and alienation. There’s just so much daily struggle in here, as characters try to deal with family and history, while trying to make enough to just keep going. And it’s told through incredible descriptions of food and cooking on every single page. 

Breath, Eyes, Memory by Edwidge Danticat

Edwidge Danticat’s first book is the story of Sophie Caco, a young woman who at the age of 12 is sent from her home in Haiti to New York City, to live with her mother. The book follows Sophie as she grows up and learns her family history, understands her childhood and who she has grown to be. Set both in New York City and Haiti, the story is a beautiful and painful look at life, violence, suffering and courage.

The Hate U Give by Angie Thomas

The Hate You Give follows Starr Carter as she moves between the world of the poor, Black neighbourhood she lives in, and the white, suburban neighbourhood she attends high school in. After she witnesses her childhood best friend being shot and killed by the cops and a trial that plays out in the local gang politics and national media, Starr struggles to continue balancing life in her two, very different worlds.

Bad Feminist by Roxane Gay

This is a collection of essays and observations that cover everything from culture and politics to feminism and queerness. Roxane Gay is real and pointed in her critique of society, while also making the compelling case that we can be and do better. You’ll laugh, you’ll groan, and hopefully you’ll walk away wanting to be a better human.


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.