We rallied Canadians from all walks of life to end unpaid work.
As flight attendants fought for their workers' rights we evolved our UnFair Canada platform to take on Goliath. How Air Canada treats its workers is a crime. So we turned to the true crime genre to show Canadians the truth of an airline forcing it's crew to work for free.
My team's 360 campaign fired up Canadians from all walks of life and as the CEO and government ordered workers to end the strike, outrage flared forcing Air Canada to finally step up for their workers in a historic agreement. 49+ million impressions, hundreds of thousands of dollars in earned media, 23+ million video completions and over 7K emails sent to the CEO.
Our campaign and agency was even named in the mandate begging us to stop. We'll take that victory.
