Shifting the conversation about the future of public healthcare
The Alliance du personnel professionnel et technique de la santé et des services sociaux (APTS) is one of Québec’s largest public sector unions, representing more than 65,000 professional and technical workers across the healthcare and social services network. It plays an active role in shaping public debate around the future of healthcare, advocating for a system that is equitable, accessible, and centred on the needs of both workers and the people they serve.
A Strong Public System is a multi-year public awareness campaign, inviting us to a more ambitious vision of Québec’s public healthcare system. Framed around the question What if we dared to do it?, the identity shifts the conversation from crisis to possibility, suggesting the solutions already exist, but what might be missing is the audacity and political courage to carry them forward.
with
Alliance du personnel professionnel et technique de la santé et des services sociaux (APTS)
my role
- Art direction
- Campaign concept
- Graphic design
Forward type
The campaign’s slogan is set in Youth Grotesque, designed by Montréal type studio Feed Type. Its distinctive angular forms are ideal to embody A Strong Public System‘s central proposition: to dare (“oser”). Throughout the identity, the tilted forward “O” becomes a recurring graphic device, to suggest movement, possibility, and courage.
Agency through gesture
Photography grounds the campaign’s nine proposals in the idea of agency, in the hands that sustain and shape the healthcare system. Each of the proposals comes alive through a carefully staged hand gesture or symbolic object, rendering policy ideas into concrete images. Set against bold colour backdrops, the propositions remain warm, optimistic, and memorable in public space.
Headlines from the future
The campaign’s proposals are set in the editorial serif Tiempos, borrowing the visual language of journalism to present each proposition as though it were a headline from the future.
