Authentic. Relatable. And human.

That’s what it takes for public advocacy ad campaigns to create a real connection with your audience—and put real issues in people’s lives at the heart of public debate. And with a clear focus on fixing health care and making life more affordable, that’s exactly how the Manitoba NDP won the 2023 election—and made history with Wab Kinew becoming the first First Nations premier of a Canadian province.

Now, the campaign’s signature ads are being recognized as the Best International Campaign (Sub-National) at the 2024 Reed Awards, the leading advertising competition for campaign and public issue advertising in the US and beyond.

Four signature ads across TV, digital, and social platforms helped the Manitoba NDP deliver a crisp and clear campaign frame that resonated with everyday Manitobans—and showed that fixing health care was the number one priority for people.

Real Reactions featured the faces and voices of real Manitobans, capturing their reaction to the incumbent government’s long list of cuts to health care. And it served as a stark reminder of the impact of those cuts on real families.

And At Any Moment focused on the risk of more cuts and ER closures—in a deeply human and personal way. It asked the audience to think, really think, about the risk of more cuts to health care.

What We Want for Our Kids opened the campaign with a heartfelt and deeply personal message from Kinew:

What he wants for his own kids, he wants for all Manitobans.

And A Plan for People allowed Kinew to show how his focus on the priorities of Manitoba families inspires his practical plan to make life better for everyday people.

Authentic. Relatable. And human. It’s what makes a message both compelling and effective. And we’re delighted to see these signature ads for the historic Manitoba campaign honoured at the 2024 Reed Awards.