DSHRS

Overview

The goal of this campaign was to draw youth, newcomers and those looking for a second career, to the developmental services sector and to ultimately increase the pool of qualified development services professionals. We developed a campaign that positions the sector as a valued, professional career choice. We mined feedback provided from those in the field and distilled it into key benefits which are showcased throughout the campaign. Job satisfaction shone through as the most important, which led us to create the hashtag #bestjobontario. We developed an entire system of social media shareables and collateral for province wide distribution to over 350 agencies in the sector.

Scope

  • Campaign Strategy
  • Branding
  • Brand Launch
  • Content
  • Social Media
  • Signage
  • Photography
Diagram of strategic process for DSHRS #bestjobontario campaign
Photographer Richard Lautens taking a picture of DSHRS employee and their client in a custom photoshoot for the #bestjobontario campaign

After the strategy was decided upon, a custom photoshoot was arranged with 8 pairings of employees and their clients. Posed in front of a white backdrop, we could then easily photo-edit the the individuals, overlaying them on bold and colourful backgrounds fit for the energy of this campaign. While providing some guidance on poses, each pair created their own magic in front of the camera. These genuine moments of laughter, strength and support truly brought this campaign to life.

Portrait of DSHRS employee and their client in Photoshop where a workpath is being created for close cropping
Portrait of close cropped DSHRS employee and client on top of a red background
DSHRS social media shares for the #bestjobontario campaign
Video for the #bestjobontario DSHRS campaign highlighting the best reasons to join a career in developmental services

"The team at Gravity was a great support in creating a set of dynamic, user friendly marketing tools that have been used by 340 developmental service agencies across Ontario. Through the use of the tools we are better equipped to recruit and retain our most valuable resources – employees."

Ann-Marie Binetti

Project Manager

Cover designs for the DSHRS #bestjobontario employment drive toolkit
Double page spread design for the DSHRS #bestjobontario employment drive toolkit
Double page spread showing social media strategy for DSHRS #bestjobontario campaign
Double page spread design from the DSHRS employment drive toolkit showing guidelines for postcard, flyers and event banners

In partnership with Snapd, DSHRS used the postcard we designed as an interactive piece with augmented reality. Users point their mobile phone camera at the postcard and through the Snapd APP, they are presented with an introductory video and two access points where they can learn more about the available programs.

Hand holding up a DSHRS postcard with augmented reality functions
Hand holding up a DSHRS postcard with augmented reality functions
DSHRS conference participants listening to a speaker in front of a presentation monitor
Two retractable banners side by side showing images from the #bestjobontario campaign
DSHRS employee standing next to a #bestjobontario campaign retractable banner