Guess Who

Public perception of child protection social workers in New Brunswick was often shaped by fear, stigma, and misunderstanding. Inside the profession, ongoing challenges with recruitment, retention, and morale were compounded by feeling unseen or mischaracterized. The NBASW needed to reshape public understanding, confront harmful assumptions directly, and reframe social workers as trusted advocates and protectors, all while creating something that would resonate deeply with practitioners themselves.

We developed an innovative awareness campaign centered on a social experiment that exposed how misunderstood the profession had become. Rather than rely on standard ads, we combined strategic positioning with emotionally charged storytelling and bold creative to challenge assumptions head on. The campaign reframed social workers as vital community catalysts, using compelling video and multichannel amplification to spark reflection and conversation among the public and within the profession, aligning closely with NBASW’s advocacy goals.