Union of Public Employees (CUPE) & Conseil Provincial des Affaires Sociales (CPAS)
2022
Design & visuel identity
Strategy & mobilizing
Video production
Ad placement
Canadian Union of Public Employees (CUPE) & Conseil Provincial des Affaires Sociales (CPAS)
With nearly 715,000 members, the Canadian Union of Public Employees (CUPE) is Canada’s largest union. It represents the interests of more than 3 million workers in various sectors: health, education, social and public services, transportation, communications, early childhood, municipalities.
The Project
The Canadian Union of Public Employees (CUPE) entrusted Molotov with the development of a 360 campaign for the Conseil provincial des affaires sociales (CPAS). Driven by the urgent need to mobilize its members and raise public awareness of working conditions in the public health and social services network, the SCFP sought to launch a comprehensive advertising campaign. Based on a strong, rallying slogan, UNITED, Molotov developed powerful key messages, conceptualized and produced 8 videos, and built a bold, striking visual identity. With its impactful red font and assertive typography, this campaign signature speaks loudly and clearly to public health workers’ demands.
Molotov embodies the spirit of demand that drives SCFP to defend its members. Naturally, our team supported their approach, carried their words, and propelled their vision into the public arena: To inspire change, stand up for what’s right, and put people first.
