Aga Khan Foundation Ottawa, Central Asia

Aga Khan Foundation Canada (AKFC) is a non-profit international development agency, working in Asia and Africa to find sustainable solutions to the complex problems causing global poverty. AKFC concentrates on development challenges in health, education, economic inclusion, food security, gender equality, and civil society.

The Partnership for Advancing Human Development in Africa and Asia (PAHDAA) is an AKFC program, undertaken in partnership with the Government of Canada. The objective was to showcase the impact of the program and to communicate how PAHDAA has improved lives around the world. It is a $100-million initiative to strengthen systems of health and education, support civil society organizations, bolster partnerships between higher education institutions in Canada and the developing world, and engage Canadians in global issues.

The program drew to a close in 2017 and has benefitted more than a million people. General Public created the 1 Million Lives Unlocked digital impact report. This included developing the communication plan, strategy, the creative concept and theme, identity, website design and development and print report.

We revisited the Central Asia content in 2021, designing a presentation deck to engage senior Government decision makers telling the story of the positive impacts achieved in Afghanistan, and social content for the Forward Together campaign.

Innovasea Boston, Panama, Mexico, Halifax

A pioneer of open ocean aquaculture, Innovasea offers a complete solution for data-driven fish farming and fish tracking. We were engaged to produce a marketing video to highlight the expertise of Innovasea, which took us on shoots to Rhode Island, Panama and Mexico, using a combination of underwater, aerials and surface footage to showcase Innovasea’s egg-to-harvest capability. General Public & Partners has continued its collaboration producing a range of content assets, including bilingual brochures, tradeshow backdrops, infographics, multiple animations and videos, and identity design, as well as product strategy for renaming the company’s expanded sensor line.

Chorus Aviation North Bay & Halifax

Our engagement began with the creation of a video highlighting Chorus’ maintenance, repair and overhaul capabilities. Subsequently, we have created campaign ads for several national periodicals, designed infographics, and produced additional videos to promote specific product offerings.

Perennia Province-wide

We were initially engaged by Perennia to create a series of videos for the Nova Scotia Department of Fisheries and Aquaculture to highlight the role that Government played through enhancing the regulatory framework to create the conditions for a sustainable and thriving aquaculture sector in the province. Following the creation of the strategy and execution of this five film series, we developed infographic animations to highlight the license application process and are currently created a digital sustainability report to highlight the work of NSDFA.

Saint Mary’s University Halifax

We were selected to create a new virtual tour for prospective students considering SMU. The engagement involved website design, creation of video, photography and 360 interactive experiences, and the build of the website.

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Nova Scotia Business Inc Province-wide

Through 2020 and 2021, we have produced over 140 videos featuring 70+ companies throughout Nova Scotia as part of the Digital Marketing Asset Development Program. Designed to support exporting companies whose ability to engage with customers was impacted by the coronavirus pandemic, we showcased the capabilities of companies in four sectors – Ocean Tech, ICT, Agri-food and Seafood.

ISANS Halifax

Initially engaged to support a refresh of the ISANS brand identity, our work has extended to include the design of the new corporate website, creating video content to promote the settlement services to newcomers, and producing a range of digital and print collateral to support multiple programs and initiatives.

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Romeo Dallaire Child Soldier Initiative Halifax, Global

The aim of the Not My War public advocacy campaign was to recognize the international day to stop the use of child soldiers. The campaign consisted of creating five booklets using case studies situated in various contexts around the globe to illustrate how conflict affects children from a physical, psychological and social point of view. 

Working with the Romeo Dallaire Child Soldier Initiative, General Public developed the visual assets and physical booklets for the project. These assets formed the basis for each the booklet, which consisted of four acetate/translucent pages where the layers of conflict can be peeled away or layered to reveal how children are affected by conflict from a physical, social and physiological level.

The image of a young African boy holding a gun is often the first that comes to mind when we discuss the issue of child soldiers. However, not every child soldier carries a gun in the fight for the frontline. Unlike professional armies and soldiers, the roles that children will fill as child soldiers are not always clearly defined. Today they could be pushed into combat as a soldier at the front, while tomorrow they are expected to provide at the camp as cooks, porters or sex slaves. 

#weaponsofwar aims to raise awareness about the large number of roles child soldiers undertake across the globe and breaks the common iconography that all child soldiers carry guns.

Nova Scotia Start Halifax

Needing to differentiate from other immigration support services, we worked with Nova Scotia Start to build a comprehensive brand strategy and positioning. This informed the creation of a new identity and the design and build of an updated website.

Genome Atlantic Nova Scotia, New Brunswick, PEI, Newfoundland & Labrador

General Public & Partners began providing strategic counsel to Genome Atlantic in 2019 with a focus on getting maximum value from content distributed on social channels. A shift in strategy to prioritising LinkedIn gained significant engagement in target sectors. The emergence of COVID-19 provided an opportunity to highlight the value of genomes in pandemic monitoring & vaccine development. The videos – also produced in French for Genome Quebec – received considerable media attention. We are currently providing strategy and design for a new website, as well as production for a feature video on eDNA.

Breastfeeding Committee for Canada Nationwide

Our work with the Breastfeeding Committee for Canada began with a brand positioning and identity refresh, followed by the creation of a comprehensive brand book, communications strategy and plan, and a complete redesign of the website. Over the course of 12 months, we guided in the establishment of a brand architecture that hadn’t previously existed, and provided them with the identity, language and tools to generate more effective engagement with their key audiences.

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Nova Scotia Works Province-wide

In 2015, the Nova Scotia government re-organised career planning and employment services under one umbrella. Many of these services previously fell within the scope of Careers Nova Scotia. A smaller network of service providers, with a standardised service offering was rolled out across the province.

With a wider mandate, including services to support both job seekers and employers, the new entity required a new strategy and brand identity.

A consultation process and a scan of best practices was conducted as part of brand planning. Larry MacEachern managed public research and facilitated discussions with key stakeholders.

General Public collaborated on the strategy and led the development and creation of the new name, brand identity, signage and overall visual communication style.

Weapons of War Halifax, Global

The image of a young African boy holding a gun is often the first that comes to mind when we discuss the issue of child soldiers. However, not every child soldier carries a gun in the fight for the frontline. Unlike professional armies and soldiers, the roles that children will fill as child soldiers are not always clearly defined.

Today they could be pushed into combat as a soldier at the front, while tomorrow they are expected to provide at the camp as cooks, porters or sex slaves.

#weaponsofwar aims to raise awareness about the large number of roles child soldiers undertake across the globe and breaks the common iconography that all child soldiers carry guns.

Nova Scotia Balsam Fir Company Province-wide

The Atlantic Canada Balsam Fir Partnership brings together decades of sales and export experience with millions of trees and products shipped worldwide. It is a newly formed alliance of major exporters operating under a strict set of standards to bring quality and consistency to the marketplace. The partnership required both a new name and a new brand identity to help put the Nova Scotia Balsam Fir on the world map. General Public developed the name, identity, brand and web guidelines, templates as well as strategic and branding counsel.

Heating Assistance Rebate Program (HARP) Nova Scotia

The Heating Assistance Rebate Program (HARP) helps lower-income Nova Scotians with the cost of home heating. Working with Communications Nova Scotia we developed the creative concepts and assets for the launch and ongoing campaign. The campaign has evolved over the past few years from initially focusing on online registration to updating residents on the HARP program in general. The work has included print for newspapers, video for in-store screens as well as a variety of digital and social elements.

GEM Retirement Living Nova Scotia

Working with Jive Photographic, General Public developed a campaign for GEM Retirement Living. The key insight behind the campaign lay in the fact that retirement isn’t the end of your life story. Rather, it is just another chapter in an already rich and fulfilling life. With this in mind the campaign focused on current GEM residents as they shared their rich life stories and how that rich life is continuing at the many GEM residences. Comprehensive interviews were carried out with selected residents to help craft and hone their experiences for the videos. A number of videos were produced featuring the residents, with each telling their story in a very simple way – with the focus entirely on them. Complementing the campaign was a microsite landing page to help prospective residents and family members discover what GEM has to offer.

Proteoform Scientific Halifax

General Public was engaged by Proteoform Scientific to establish its brand before going to market. As a unique B2B start-up, Proteoform Scientific needed a brand positioning as well as range of brand elements and collateral. With experience in both the biotech and biomedical fields, and working closely with the President and investment team, General Public created the brand, identity, videos, website (with e-commerce capability) and unique, specialized packaging in a timely and efficient manner. This efficiency and understanding of the start-up environment allowed General Public to deliver a comprehensive package of assets for the launch of Proteoform Scientific to the market.

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Centre for Ocean Ventures & Entrepreneurship Halifax

COVE – Centre for Ocean Ventures & Entrepreneurship is a facility for applied innovation in the ocean sector. Located at the heart of Halifax’s marine cluster, it is a global hub of ocean technology commercialization in which enterprises can start, grow and prosper. General Public partnered with Larry MacEachern to create the brand platform and were responsible for developing the new name, brand, visual identity, website and marketing materials to launch the brand. The process involved extensive collaboration with the founding partners and consultation with the ocean technology sector.

Inspiring Communities Halifax

Our initial engagement was to create a video highlighting the work undertaken by WeavEast during a 4 day retreat in New Brunswick to explore social innovation and systems change in Atlantic Canada. Following the success of this film, General Public & Partners was engaged to provide ongoing strategic counsel on brand and communications, as well as design and produce the organization’s first impact report.

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Nimidiwin Live Event, Canada 150 Ottawa

Regional Chief Morley Googoo, Assembly of First Nations Regional Chief for Nova Scotia and Newfoundland in conjunction with Canadian Heritage came together at the end of 2017 to create a beautiful production of Indigenous Dance and Song entitled Nimidiwin. The event took place at the Canadian Museum of History in Gatineau on December 31st.  Through live song and dance, a story that explored Indigenous culture from coast to coast to coast was told.

Five animated vignettes were used during the event to tell the story between individual performances. The vignettes depicted an eagle that travels across Turtle Island and shares introductions to the culture of song and dance of the First Peoples. After each vignette, live performers took to the stage and the story unfolded.  The final vignette brings hope for the future and introduced a beautiful finale.