CASE STUDY
Paramédics en grève
Awareness campaign
CONTEXT
Paramedics, represented by CUPE 7300, are facing increasingly difficult working conditions: unstable hours, excessive workload, staff shortages and unrealistic demands.
These conditions have direct impacts not only on workers, but also on the quality of services offered to the population.
In a context of negotiation, the campaign was intended to make these issues visible and understandable to the public.
OBJECTIVES
The campaign was designed to meet several objectives:
To denounce working conditions
Raising public awareness
Create a sense of urgency
Supporting union mobilization
Putting pressure on decision-makers
APPROACH
The approach is based on direct, unfiltered communication, aiming to translate the reality experienced by paramedics into clear and impactful messages.
The challenge was to transform multiple issues (schedules, fatigue, pressure, safety) into simple messages that could be understood instantly.
The strategy relies on repeating strong messages, each highlighting a facet of the problem.
CREATIVE CONCEPT
The campaign is divided into several visual sections, each reflecting a dimension of working conditions.
AXIS 1, CONSTRAINT
The image "Prisoners of our working conditions" illustrates the lack of control paramedics have over their professional reality.
The visual metaphor evokes a loss of freedom and constant pressure.
AXIS 2, DANGER
The visual "Our schedules put your life in danger" establishes a direct link between working conditions and their consequences on the population.
The message reverses the perspective; the issues concern not only workers, but also public safety.
VISUAL DIRECTION
The art direction is based on strong and direct typography, high contrasts (yellow, red, blue), simple and legible shapes, and symbolic iconography.
Goals :
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capture attention quickly
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ensure readability from a distance
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create an immediate impact
