In the ad business, we use our powers of persuasion to get people to buy products every day. One day, we decided to focus our combined media and creative skill sets on something a little different. We set out to inspire a movement that would remind Canadians how to do good, be nicer and ultimately make Canada a friendlier place. After all, Canadians have a reputation for being among the nicest people in the world. Unfortunately, sometimes we get so wrapped up in our own little worlds that we forget to be nice to one other. Our People for Good campaign encouraged people to engage in random acts of kindness – from holding doors open for each other to just plain smiling more. No hidden agendas. No corporate endorsements. We were selling an idea, not a product.

We wanted our campaign to have a look and feel that was as unique and sincere as our message. We also wanted our message to be clear and impactful across a variety of mediums (OOH, Print, Online, Mobile etc,). We chose to work with a distinct unicase typeface stencilled against vibrant blocks of colour. The resulting look is bold, friendly, and easily recognisable.

People for Good inspired Canadians across the country. We were covered in every major newspaper and on TV. 30% of Canadians heard our message. Tens of thousands joined our movement. Teenagers from Canada and as far away as California started People for Good clubs in their high schools. Seniors hung our posters in their retirement residences. School boards added it into lesson plans. We even inspired a spin-off movement called the Toronto Etiquette Project. 9 months later, we’re still hearing from Canadians eager to keep the momentum going.