It works…


If you were reading Maclean’s Magazine this week, you probably saw one of our current campaigns for Human Resources and Skills Development Canada, “It Works”…

What I like about this campaign is that, rather than trying to look “commercial”, this is a straightforward public service announcement from the Government of Canada that communicates really helpful information to its target audience of self-employed Canadians.

If you’ve ever been self-employed, and especially if you’re a woman, you know what a frustration it is to lose your Employment Insurance coverage for things like maternity and compassionate care leave. But now, thanks to changes in the EI rules, self-employed people can opt to pay into, and eventually qualify for, maternity, parental, sickness and compassionate care benefits.

Realizing what a big deal this was, we wanted to create a campaign that spoke to the personal stories behind the benefits. So we opted for emotional images of an expectant mother and a person looking after a sick elderly parent.

The messaging is simple and succinct, because the news itself is important enough to attract and retain interest. And, as with much of our government work, it had to be clear in several languages.

A nice, uncomplicated campaign. But that doesn’t mean we didn’t have fun with it…

(That’s Javier, AD on the campaign, with a tip of the hat to Sleeveface.)


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