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The Public Service Alliance of Canada (PSAC) represents a broad range of federal employees. Although their work is important, for the most part it goes unrecognized. In the context of looming contract negotiations and a possible strike, we recommended an ad campaign that showcased a few high-impact stories as a way of encapsulating the diversity and value of public service. The authenticity of the campaign resonated with the public and also with PSAC’s members.

View the work.