Canadian Labour Congress

A Better Plan for All

The Canadian Labour Congress had been fighting for a better public pension plan for years, and they decided it was time to create a compelling campaign to speak to Canadians. They believe that no one should have to struggle in retirement, and that a stronger Canada Pension Plan is the best way to do that. We put together a campaign that would reach our audience of a key group millennials and baby boomers in their everyday day lives. This comprehensive plan included out of home, TV and an online content marketing program. In the end we won a better CPP for all Canadians.

The Challenge

When you work hard your whole life, you shouldn’t have to live in poverty once you retire. Unfortunately for over 600,000 Canadian seniors, that is a reality. There are 11 million workers lacking a workplace pension who rely on the Canada Pension Plan in retirement. This plan has not been expanded in over 50 years and the Canadian Labour Congress wanted to change that through a content driven campaign targeted at not only baby boomers, but also millennials.

Video Case Study

Are we ready?

Our team knew it was important to put together a campaign that would reach our audience in their everyday day lives, so we put together a well-rounded plan that included out of home, TV and a robust online content marketing program. To connect with our audience in an emotional way, we created a TV commercial showing the effects of an insufficient pension plan on a retiring man. We also created a diverse digital and social media content marketing program that included a seven-part documentary. This all drove to a custom website that allowed users to sign a petition or email their Premiere or Finance minister.

Hourglass - Le Sablier

We can build something better for us all

Hourglass is a seven-part documentary that highlights Canadians, young and old, speaking about how they envision retirement.


Winning a Better CPP for All Canadians

After a few weeks we won a better CPP for all Canadians. As a result of the campaign and Canadians engagement with the online campaigning tools, we witnessed a commitment by the federal and provincial governments to the first expansion of Canada Pension Plan in over fifty years.


10 Million
online & broadcast


7 Million
Unique Canadians


43 Million

Let's see what we can do for you

Get in touch