Oasis begins Hire a Quitter campaign
By Derek Winkler
The Oasis Addiction Recovery Society has begun a campaign in Ontario called “Hire a Quitter.” Developed pro bono by Juniper Park TBWA of Toronto, the campaign is intended to raise awareness of the society’s addiction recovery support and employment services. It also introduces a new logo and visual identity. The effort consists of four 15-second animated videos that illustrate the process of addiction recovery.
“We worked closely with the people at Oasis who had been through the program to ensure our stories and tone reflected truthful experiences,” said Jason Lee, associate creative director, at Juniper Park TBWA. “Our campaign line, ‘Hire a quitter,’ has a nice, unexpected hook, but there’s also so much truth packed into that line. Because addiction can take over people’s lives and can be so difficult to control, and the people who are taking steps towards addiction recovery have shown that they have all the characteristics listed in our films: dedication, courage, commitment, perseverance. Traits that every employer looks for in a job applicant.”