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.
- Campaign Strategy
- Brand Launch
- Social Media
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.
"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
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.