Building Better Schools

ELEMENTARY TEACHERS’ FEDERATION OF ONTARIO (ETFO)

Every school day is full of a million moments – and different kids face different challenges throughout each day. To make sure every student can succeed, we need educators who are there to help. And that takes investment in public education, not cuts that hurt our kids.

As Ontario’s elementary educators entered contract negotiations with a government intent on cutting supports for students and increasing class sizes, we worked with ETFO to show the difference that educators make in students’ lives every day. We developed a comprehensive, integrated campaign to reach people across Ontario, including in Canada’s biggest media market.

With TV, radio, digital, print, out-of-home advertising, and province-wide mail, we designed a multi-layered campaign to connect with parents throughout their day. From beautifully-designed billboards to compelling digital ads, every element of the campaign worked to highlight the most important common ground between educators and parents: the shared sense of responsibility for Ontario’s students and their future.

Our TV ad, Moments, strikes a genuine emotional chord – and features first-rate, authentic performances with superb production values. We show exactly how one-on-one time allows educators to make a difference for kids – while the voiceover stresses educators’ determination to take a stand with parents against those cuts. We’re proud that Moments won the award for Best Canadian TV Advertisement at the 2020 Reed Awards, which honour the best political communications from the US and internationally.