A closer look
Show We Care
Building a shared understanding of care and why we all depend on it.
The Show We Care campaign film, produced with Gimmick Studio.
THE CHALLENGE
In 2022, the Canadian Labour Congress launched Show We Care to rally support for care workers. The campaign brought together people with different relationships to care, but we couldn’t assume they all understood the word in the same way.
For some, care meant paid work: nursing, long-term care and child care. For others, it meant raising families, supporting relatives and keeping communities running.
The mark, built around hands: care is something people do for each other.
Finding common ground
A brand sprint with the Women and Human Rights Department helped us make those differences explicit. Before asking people to advocate for care workers, we needed to connect those experiences through a shared understanding of care.
The question became: how could the campaign make the connection between the care people give, the care they receive and the people who provide it?
“Care” and “need”: two sides of the campaign’s message.
WE ALL NEED CARE
We reframed care as the invisible infrastructure that holds society together, with a simple idea at the centre: we all need care.
Working with the Women and Human Rights, Political Action and Communications teams, we rebuilt the campaign’s story around that connection. Paid and unpaid care belonged in the same conversation.
“They take care of_.” A sequence of stills from the campaign film.
MAKING THE IDEA VISIBLE
The visuals were simple, emotional and grounded in everyday life. A campaign film helped explain the breadth of care work, while posters, templates and social assets carried the idea into workplaces and communities.
The materials gave the CLC’s teams a shared visual language they could use across the campaign.
Sample of the Show We Care editorial illustrations
MAKING ROOM FOR PEOPLE’S STORIES
The Wall of Care invited care workers and people receiving care to share their experiences.
Stories shared on the Wall of Care.
During Black History Month, the campaign also spotlighted Black care workers in Canada: their contributions, the challenges they faced and their essential role in the care economy.
A Legacy of Black Care: the campaign’s Black History Month series.
WHAT THE WORK BROUGHT TOGETHER
Show We Care connected different experiences of care through one story. The film and campaign materials gave the CLC a consistent way to explain that connection and invite people into the conversation.
The message was simple: investing in care means investing in everyone.
Thank you
Mohamed Thiam
Brand & Creative Direction
Fatma Gardaad
Project Lead, CLC
Laurie Antonin
Campaign Lead, CLC
Katia El-Moktad
Growth Strategy, CLC
Vicky Smallman
Project Director, CLC
Bilan Arte
Project Lead, CLC
Gimmick Studio
Production partner
Good work doesn’t always begin with a perfect brief.
