This social impact campaign was created for ISSofBC to address the employment barriers that many newcomers face in Canada. Despite being highly skilled, immigrants often encounter challenges such as the requirement for “Canadian experience,” issues with credential recognition, and language bias — even when they are fluent in English or French.

The objective of the campaign was twofold: to raise public awareness and to inspire a shift in perception around inclusive hiring. Through social media content, infographics, and storytelling strategies, I crafted a campaign that educated the public and employers on these systemic challenges while emphasizing the strengths and perspectives newcomers bring to the workforce.

This project allowed me to apply a values-driven marketing approach, combining advocacy with strategic communication to promote social change and drive conversation around equity and inclusion in hiring practices.