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STARS

Creative Director, Copywriter

STARS Air Ambulance is a unique non-profit – it’s an essential component of Alberta's health care system, but one that was founded privately by entrepreneurs and continues to operate despite minimal investment from the provincial government. It has historically been one of Alberta’s most supported charities, but that support was starting to taper off. Our task was to re-engage donors, and our research told us the best way to do that was to harness the most indelible relationship that STARS creates: the emotional bond between their patients and the flight team that rescues them. And so, the campaign We Are All STARS was born.