Uncategorized

It’s an honour to be nominated. And it’s a thrill to win!

We’re excited to announce that The NOW Group has won 12 awards at the 2021 Summit Creative Awards, featuring over 3,800 entries from 20 countries.

Congratulations to our incredible clients and production partners across Canada!

This year, NOW has been named a Top Agency Award winner and been honoured for creative excellence in categories dedicated to health, education, government, non-profit, and political marketing.

Here’s a look at some of our winning creative ads.

Gold Award – Government Marketing
Gold Award – TV/Commercial Spot

Client: Province of British Columbia
Ad: Every Morning

Silver Award – Health/Medicine Marketing
Silver Award – Health/Medicine Video

Client: Health Sciences Association of Alberta
Ad: What Matters

Bronze Award – Education Marketing

Client: Elementary Teachers’ Federation of Ontario
Ad: Building Up

We’re also thrilled to have been awarded Gold in the Outdoor Campaign category for our work with CUPE Local 500 in Winnipeg. And Bronze in Non-Profit Marketing and small-budget TV/Commercial Spots for our work with the Saskatchewan NDP.

At NOW, we create great campaigns for good causes.

We’re dedicated to changing minds to help promote social good. And we’re honoured to work with our clients to protect public services, stand up for workers, and build stronger communities across Canada.

Founded in 1994, this year’s Summit Creative Awards included entries from Australia, Austria, Brazil, Bulgaria, Canada, Chile, China, Czech Republic, Germany, Iceland, India, Indonesia, Jamaica, Kuwait, Russia, South Africa, Spain, United Arab Emirates, United Kingdom, and the United States.

Great campaigns matter.

They change minds. Get attention. And compel action.

But the best part?

Campaigns can change people’s lives for the better.

On August 30, the BC government announced that it will end 20 years of failed privatization in hospital services – and bring cleaning and dietary workers back in-house at BC hospitals.

Make it public – For patients. For workers.
For safer hospitals. For better care.

It’s a huge win for hospital workers. And the result of tireless campaigning by the Hospital Employees’ Union to get private companies out of hospitals.

Reuniting the health care team will benefit more than 4,000 hospital workers and their families – and strengthen public health care services for all British Columbians.

For nearly 20 years, the contracting-out of hospital services has hurt workers and their families. Legislation introduced in 2002 led to some of the largest layoffs of women and workers of colour in Canadian history.

Privatization has undercut workers’ earnings and job security, undermining the ability of families to build a better future. As a result, high workloads and staff turnover have hurt frontline workers and the entire health care team.

The impact is still felt every day. Contracted-out hospital workers are earning less today than they did during the SARS epidemic 18 years ago.

In 2020, HEU launched Make It Public, a public engagement campaign to end contracting-out and make hospital services public again.

The campaign resulted in over 7,500 letters to MLAs, urging the BC government to keep its commitment to make hospital services public.

The NOW team is thrilled to congratulate HEU and its more than 50,000 members for helping to improve the lives of thousands of workers across BC.

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!