CareRx We Care Campaign
Promotional Campaign 2024

A national internal-facing campaign developed to remind and re-energize healthcare professionals about the core mission behind their work: caring for Canada’s most vulnerable population, seniors. The campaign used intimate close-up portraits of real seniors paired with culturally familiar titles such as Dada, Yeye, Buni, Mamajoon to humanize and personalize the patients being served. Displayed across pharmacies, care homes and clinical settings, the campaign was a bold emotional appeal placing the face of care front and centre.

BRIEF

Create a visual campaign for internal teams including pharmacy staff, nurses, DOCs and clinical pharmacists that reconnects them with the human impact of their roles. Use emotion-driven storytelling to build empathy, urgency and pride around the work being done.

EXECUTION

Developed a series of high-impact posters featuring close-cropped photographs of seniors highlighting their eyes and expressions. Each image was paired with their familial or cultural title, encouraging a deeper emotional connection. The materials were distributed and displayed across pharmacy workstations, long-term care homes and clinical offices. Messaging focused on the reminder: This is who we serve with the words “We Care For…“. The campaign was designed to cut through busy clinical settings with minimal text and maximum emotional weight.

RESULTS
The campaign received overwhelmingly positive feedback across the organization. It resonated deeply with frontline staff and leadership alike, becoming a conversation starter around empathy and accountability in patient care. Many teams requested reprints and the visuals have continued to be used in orientation and internal values training.

CREDITS

Creative Design: Wajeeha Abbasi
Campaign Lead: CareRx Marketing & Communications Team
Copyright: CareRx