Problem to Solve

The Human Resources Professionals Association (HRPA) is one of the largest professional associations in Ontario, with over 24,000 members who are trained, certified, and regulated to become the best professionals in the industry. But the problem was, the HR industry had a bad rap, full of outdated stereotypes held by CEO's, the general public, and even HR professionals themselves. 

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Solution

As a global health pandemic wreaked havoc on workplaces everywhere, there was no better time to shine a spotlight on the critical role of HR in helping business prosper, while demonstrating that HRPA members are the best equipped to lead workplaces into the future. 

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Our launch campaign addressed negative, preconceived notions head-on, with bold portraits of real HR professionals. Our new brand positioning challenged the HR community to “Level Up” their careers and CEO’s to hire a certified member to “Level Up” their businesses. Rebranding the HRPA positioned HR as a a desirable career and improved student enrolment into the profession.