Embracing Life

Our goal was to connect users and raise awareness of the Embracing Life App with communities and audiences that needed it. The app aims to support positive, healthy lives, championing health promotion, suicide prevention, intervention, and postvention.

Organically this App and Initiative has been gaining traction and there was now the opportunity to create a digital campaign to continue the momentum.

We needed to reach a wide audience on a limited budget—while tackling a heavy topic that can be difficult for people to engage with. In an app ecosystem crowded with mental health tools, Embracing Life also faced tough competition for attention, downloads, and follow-through.

The app was created to support communities in Northern Saskatchewan, and its purpose was grounded in extensive research and consultation with youth, ministry partners, Indigenous leaders, agencies, and market analysis. The foundation was strong. Our role was to make that intention, credibility, and heart shine through to the people who needed it most.

Embracing Life already had a vibrant, illustrated brand system. Our job was to bring those assets to life across the entire campaign and build a consistent, cohesive experience—from ad to download to app.

We met our young audience where they already spend their time: across key social and digital platforms. Authentic messages, approachable visuals, and clear utility helped build awareness and trust around a sensitive subject matter.

To maximize traction, we developed multiple touchpoints, ensuring people encountered the brand in different ways but always with the same cohesive identity. A robust media plan supported this approach, with layered targeting and multiple audience segments. Instagram, Snapchat, TikTok, and Google Display all led users toward a free app designed to support their wellbeing.

• Strong engagement across platforms.
• 5 million impressions.
• Secured provincial, national, and international accreditation.