The NOW Group

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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.

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Joining a union has real benefits – like better wages, job security, and safety at work. Who better to share that message than union members?

Together with UFCW 832, the largest private sector union in Manitoba, the NOW team created a new ad for an organizing campaign that puts members front and centre.

I am with UFCW. I have all these things.
You can have them too.“

– UFCW member

With members speaking to camera about the benefits that come with union membership – and inviting more workers to join the union – the ad delivers an authentic and aspirational message. 

UFCW’s “My Story.”

For many non-unionized workers, joining a union can be daunting. It can be hard to figure out how to do it, whether it’s worth it, and where to start. And it’s scary when bad bosses try to stop workers from organizing.

At its heart, this ad is an invitation. It’s about showing non-unionized workers that UFCW’s doors are open – and everyone is welcome to join.

This ad also helps viewers connect with what every worker wants from their job: the ability to build a better life. And that’s exactly what UFCW 832 helps its members achieve by fighting for living wages, health benefits, pension plans, safety on the job, and so much more.

As one of the members says in the ad, “I am with UFCW. I have all these things. You can have them too.”

Most importantly, this ad is working. Since launching the ad late last year, UFCW has connected with a number of workers not currently represented by a union. 

We wish UFCW all the success in their continued efforts to make life better for working people.