Stylescape
INSIGHT
Organizations often misunderstand and undervalue payroll, despite it being their most significant expense and a critical business function. It is frequently perceived as a simple administrative task, when in reality, it requires a high level of expertise, accuracy, and professionalism. This disconnect leads to underinvestment in payroll processes, resulting in serious consequences such as employee dissatisfaction, operational inefficiencies, and reputational damage.
Research supported this challenge, revealing that 77% of workers expect payroll to be handled by certified professionals, and 94% of working Canadians would consider seeking new employment if their pay were regularly disrupted. While payroll professionals understand the complexity of the role, many business leaders remain unaware of its strategic importance.
Wordmark - English
Wordmark - French
THE IDEA
To address this gap in understanding, the National Payroll Institute launched "The Declaration for Payroll," a public initiative designed to elevate the perception of payroll as a professional and strategic function. The Declaration outlined eight core principles: Accuracy, Timeliness, Transparency, Security, Equity, Compliance, Disclosure, and Professionalism. Business leaders were invited to sign the Declaration as a visible commitment to these standards.
The campaign featured a bilingual visual identity system, including wordmarks, colour palettes, typography, and stylescapes. A dedicated website with registry functionality was created to showcase signatories publicly. Businesses that signed the Declaration received a downloadable toolkit to help communicate their commitment. The initiative was promoted through a national campaign that included social media engagement, online display ads, engaging online videos, and traditional advertising across TV spots, elevator screens, and placements in key locations such as Billy Bishop and Ottawa airports, as well as national newspapers like the Globe and Mail and Financial Post.
Wordmarks in English and French
Creatives for traditional media
The Globe and Mail - May 4th 2023
The Globe and Mail - May 11th 2023
The National Post - May 16th 2023
The National Post - May 24th 2023
The Globe and Mail
The Globe and Mail
Creatives for digital media
Video Storyboard
IMPACT
The campaign delivered outstanding results and exceeded expectations across multiple areas. It generated over 18.4 million impressions, surpassing the initial projection by 10 million and significantly raising awareness of the National Payroll Institute. More than 338 organizations, including Capital One, LCBO, Canada Basketball, Hello Fresh, and Lilly, signed the Declaration, reinforcing its credibility and reach. The initiative also drove a 17% increase in engagement on the Institute’s corporate website, with approximately 150,000 new users visiting the platform. Ultimately, the Declaration for Payroll helped reshape how businesses view payroll, transforming it from a back-office task to a vital, strategic function.
15 Secs videos
Key Message: How can you attract TOP TALENT?
Key Message: Show employees you care
Key Message: Win the Hearts of Workers
Key Message: Be an employer of choice
