The NOW Group

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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.