Canadian Federation of Nurses Unions (CFNU)

Choose Care, Not Cuts

Full-Service Campaigns
Advocating for nurses and patients ahead of the 2019 federal election.

Under-funding. Under-staffing. Violence in the workplace. Lack of access to affordable medication. Canada’s nurses and their patients face the harsh realities of political decisions every day. 

In the 2019 federal election, CFNU wanted to block any party that did not support much-needed investment in health care, see more political parties adopt their policy positions, and mobilize their members.

Designed to engage viewers with an emotional connection, Choose Care, Not Cuts showed how seemingly distant policy issues affect Canadians’ experiences in health care—from access to medication to long wait times.

Choose Care, Not Cuts reached over 1.5 million voters in target ridings. Conservatives (the only party to not adopt at least some of the policy asks of the campaign) were blocked from getting elected in 20 of 30 target ridings.


The Canadian Federation of Nurses Unions—representing unionized nurses from coast to coast—fights to ensure nurse-friendly decisions are made in Ottawa. Knowing that their members are the most trusted profession in the country, they teamed up with Point Blank ahead of the federal election to mobilize their members online and ensure Canadians chose care instead of cuts.

Full Scope

  • Digital advertising campaign: pre-election and election 
  • Infographics
  • Poster Designs


WINNER Best Canadian Online Video, 2020 Reed Awards