LiUNA Local 1611
The dignity of labor: Celebrating a new generation of BC builders.
What we did
Communications Strategy, Public Awareness Campaign, Messaging, Video Production
Creating awareness and driving member recruitment for BC's largest labor union.
To support LiUNA Local 1611 during a surge in British Columbia’s infrastructure projects, Wiseblood developed and executed two consecutive annual brand campaigns designed to drive large-scale recruitment. We engaged with interest holders and labourers alike to create compelling stories in the first province-wide campaign in the union’s 100-year history. The campaigns were cited by union leadership for converting awareness into a steady pipeline of new members.
We are the Labourers
2021 Public awareness campaign
Building on the momentum of our 2020 recruitment success, we leveraged the annual statutory holiday in BC of Labor Day to evolve LiUNA’s narrative from "career opportunity" to "societal essentialism." Recognizing the profound toll of the COVID-19 pandemic on frontline members, Wiseblood crafted a campaign that functioned as both a public salute and a brand celebration, replacing physical gatherings with a powerful digital and provincial presence. By centering the story on the indispensable value of labor in building BC, we didn't just thank the workers of LiUNA 1611; we validated their role as the backbone of the province, effectively turning a moment of gratitude into a strategic vehicle for long-term brand equity and continued audience expansion.
We've Got Your Back
2020 Public awareness campaign
At Wiseblood, we recognized that in the world of skilled labor, the most powerful currency isn't just a paycheck—it’s knowing you aren't alone. This campaign for LiUNA pivots from traditional recruitment tropes to a narrative of unwavering advocacy, positioning the union as a lifelong ally that lightens the load both on the job site and at the kitchen table. By framing solidarity as the bridge between "stable work" and a "better life," we transformed LiUNA’s provincial presence into a brand movement that promises more than a career path; it promises a future where every member is backed by the collective power of their community, their government, and their union.