SHOW WE CARE
SHOW WE CARE
SHOW WE CARE
SHOW WE CARE
In 2022, the Canadian Labour Congress launched Show We Care to rally support for care workers and expose the cracks in Canada’s care systems. But the first launch fell flat.
In 2018, I worked with the Canadian Labour Congress on a campaign built from one truth: women were #Donewaiting for economic justice.
In 2018, I worked with the Canadian Labour Congress on a campaign built from one truth: women were #Donewaiting for economic justice.
In 2018, I worked with the Canadian Labour Congress on a campaign built from one truth: women were #Donewaiting for economic justice.
WHEN CARE MEANS DIFFERENT THINGS
WHEN CARE MEANS DIFFERENT THINGS
A LINE IN THE SAND
WHEN CARE MEANS DIFFERENT THINGS
A sprint with the Women and Human Rights Department helped us understand why. Everyone had a different definition of “care.” For some, it meant paid work such as nursing, long-term care, and child care. For others, it meant unpaid care, like raising families, supporting relatives, or keeping communities running.
Before we could ask people to advocate for care workers, we needed to align everyone on what care work really meant.
A sprint with the Women and Human Rights Department helped us understand why. Everyone had a different definition of “care.” For some, it meant paid work such as nursing, long-term care, and child care. For others, it meant unpaid care, like raising families, supporting relatives, or keeping communities running.
Before we could ask people to advocate for care workers, we needed to align everyone on what care work really meant.
A sprint with the Women and Human Rights Department helped us understand why. Everyone had a different definition of “care.” For some, it meant paid work such as nursing, long-term care, and child care. For others, it meant unpaid care, like raising families, supporting relatives, or keeping communities running.
Before we could ask people to advocate for care workers, we needed to align everyone on what care work really meant.
A sprint with the Women and Human Rights Department helped us understand why. Everyone had a different definition of “care.” For some, it meant paid work such as nursing, long-term care, and child care. For others, it meant unpaid care, like raising families, supporting relatives, or keeping communities running.
Before we could ask people to advocate for care workers, we needed to align everyone on what care work really meant.
REDEFINING THE STORY
MAKING IT ONE STORY
MAKING IT ONE STORY
MAKING IT ONE STORY
We positioned care as the invisible infrastructure that holds society together. Working with the Women and Human Rights, Political Action, and Communications teams, we rebuilt the campaign from the inside out and reframed the message around a single truth: we all need care.
The visuals reflected that shift. They were simple, emotional, and grounded in everyday life. The resilience of care workers became the campaign’s signature.
We created a short video to align our various audiences on the meaning of care. We designed adaptable templates, posters, and social assets that could move hand to hand and word to word. Each piece was designed to meet people where they were and turn awareness into action.
We positioned care as the invisible infrastructure that holds society together. Working with the Women and Human Rights, Political Action, and Communications teams, we rebuilt the campaign from the inside out and reframed the message around a single truth: we all need care.
The visuals reflected that shift. They were simple, emotional, and grounded in everyday life. The resilience of care workers became the campaign’s signature.
We created a short video to align our various audiences on the meaning of care. We designed adaptable templates, posters, and social assets that could move hand to hand and word to word. Each piece was designed to meet people where they were and turn awareness into action.
We positioned care as the invisible infrastructure that holds society together. Working with the Women and Human Rights, Political Action, and Communications teams, we rebuilt the campaign from the inside out and reframed the message around a single truth: we all need care.
The visuals reflected that shift. They were simple, emotional, and grounded in everyday life. The resilience of care workers became the campaign’s signature.
We created a short video to align our various audiences on the meaning of care. We designed adaptable templates, posters, and social assets that could move hand to hand and word to word. Each piece was designed to meet people where they were and turn awareness into action.
We positioned care as the invisible infrastructure that holds society together. Working with the Women and Human Rights, Political Action, and Communications teams, we rebuilt the campaign from the inside out and reframed the message around a single truth: we all need care.
The visuals reflected that shift. They were simple, emotional, and grounded in everyday life. The resilience of care workers became the campaign’s signature.
We created a short video to align our various audiences on the meaning of care. We designed adaptable templates, posters, and social assets that could move hand to hand and word to word. Each piece was designed to meet people where they were and turn awareness into action.
WHEN ALIGNMENT TURNED INTO ACTION
WHEN ALIGNMENT TURNED INTO ACTION
WHEN ALIGNMENT TURNED INTO ACTION
WHEN ALIGNMENT TURNED INTO ACTION
The second launch struck the chord the first one missed. The message resonated across unions, workplaces, and the public. Show We Care helped unify a complex movement under one story: investing in care means investing in everyone.
The campaign connected local and global milestones, from the first UN International Day of Care and Support, to Canada’s $10-a-day child care plan, new wage enhancements for personal support workers, and minimum care standards in long-term care.
The second launch struck the chord the first one missed. The message resonated across unions, workplaces, and the public. Show We Care helped unify a complex movement under one story: investing in care means investing in everyone.
The campaign connected local and global milestones, from the first UN International Day of Care and Support, to Canada’s $10-a-day child care plan, new wage enhancements for personal support workers, and minimum care standards in long-term care.
The second launch struck the chord the first one missed. The message resonated across unions, workplaces, and the public. Show We Care helped unify a complex movement under one story: investing in care means investing in everyone.
The campaign connected local and global milestones, from the first UN International Day of Care and Support, to Canada’s $10-a-day child care plan, new wage enhancements for personal support workers, and minimum care standards in long-term care.
The second launch struck the chord the first one missed. The message resonated across unions, workplaces, and the public. Show We Care helped unify a complex movement under one story: investing in care means investing in everyone.
The campaign connected local and global milestones, from the first UN International Day of Care and Support, to Canada’s $10-a-day child care plan, new wage enhancements for personal support workers, and minimum care standards in long-term care.
WHEN ALIGNMENT TURNED INTO ACTION
We positioned care as the invisible infrastructure that holds society together. Working with the Women and Human Rights, Political Action, and Communications teams, we rebuilt the campaign from the inside out and reframed the message around a single truth: we all need care.
The visuals reflected that shift. They were simple, emotional, and grounded in everyday life. The resilience of care workers became the campaign’s signature.
We created a short video to align our various audiences on the meaning of care. We designed adaptable templates, posters, and social assets that could move hand to hand and word to word. Each piece was designed to meet people where they were and turn awareness into action.
During Black History Month, we also spotlighted the experiences of Black care workers in Canada. We talked about their challenges, their leadership, and their essential role in the care economy. It became a moment to honor their contribution and make the conversation about care more inclusive and complete.
Show We Care made care visible, human, and shared. It reminded people that the future of care belongs to all of us.
During Black History Month, we also spotlighted the experiences of Black care workers in Canada. We talked about their challenges, their leadership, and their essential role in the care economy. It became a moment to honor their contribution and make the conversation about care more inclusive and complete.
Show We Care made care visible, human, and shared. It reminded people that the future of care belongs to all of us.
During Black History Month, we also spotlighted the experiences of Black care workers in Canada. We talked about their challenges, their leadership, and their essential role in the care economy. It became a moment to honor their contribution and make the conversation about care more inclusive and complete.
Show We Care made care visible, human, and shared. It reminded people that the future of care belongs to all of us.
GRATITUDE
GRATITUDE
GRATITUDE
GRATITUDE
Thank you to Vicky Smallman, Bilan Arte, Fatima Gardad, Laurie Antonin, Katia El-Moktad, the women and human rights, political action, and communications teams at the Canadian Labour Congress and Gimmick Studio for their trust and support to bring this vision to life. A special shoutout to every care worker and care receiver who shared their story on the Wall of Care. This campaign is theirs before it’s anyone else’s.
Thank you to Vicky Smallman, Bilan Arte, Fatima Gardad, Laurie Antonin, Katia El-Moktad, the women and human rights, political action, and communications teams at the Canadian Labour Congress and Gimmick Studio for their trust and support to bring this vision to life. A special shoutout to every care worker and care receiver who shared their story on the Wall of Care. This campaign is theirs before it’s anyone else’s.
Thank you to Vicky Smallman, Bilan Arte, Fatima Gardad, Laurie Antonin, Katia El-Moktad, the women and human rights, political action, and communications teams at the Canadian Labour Congress and Gimmick Studio for their trust and support to bring this vision to life. A special shoutout to every care worker and care receiver who shared their story on the Wall of Care. This campaign is theirs before it’s anyone else’s.
Thank you to Vicky Smallman, Bilan Arte, Fatima Gardad, Laurie Antonin, Katia El-Moktad, the women and human rights, political action, and communications teams at the Canadian Labour Congress and Gimmick Studio for their trust and support to bring this vision to life. A special shoutout to every care worker and care receiver who shared their story on the Wall of Care. This campaign is theirs before it’s anyone else’s.
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