Canadians are not bulletproof.
Gun violence is a growing issue and Canada’s doctors are on the front lines of the crisis.

As the creative lead, I shaped the campaign’s core visual identity through the ‘leaf’ concept. A metaphor for both fragility and resilience. The idea came to life through a handcrafted red paint splatter on a white T-shirt, a striking symbol of vulnerability that set the tone for the entire campaign.

This visual language became the foundation for social, digital, and OOH executions, uniting the message through impactful storytelling and bold simplicity. The result was a campaign that not only raised awareness but ignited conversation around a national issue that’s too often overlooked.