A Well-Crafted Campaign for the CNESST

The Commission des normes, de l’équité, de la santé et de la sécurité du travail (CNESST) has launched its newest awareness campaign, created in collaboration with Cossette. Continuing with the theme of psychological health, this initiative aims to raise awareness among Quebecers to recognize and prevent psychosocial risks in the workplace.

The campaign's concept centers around a powerful visual metaphor: at work, psychological health can sometimes be so fragile that it "hangs by a thread." To represent this reality with both accuracy and sensitivity, the agency created woolen characters representing the various faces of workplace psychosocial risks, from harassment to violence. By capturing the public’s attention through emotion, the ad encourages open discussion and proactive management of such risks in the workplace, just like any other risk.

To bring this concept to life, Cossette partnered with Rodeo Production and See Creature. Each visual element was handcrafted using 3D printing and crochet techniques, then photographed and animated using motion design. This unique artisanal process produced evocative, meticulously crafted images that amplify the sensitivity the CNESST seeks to place at the heart of the campaign.

The campaign will run across multiple platforms throughout Quebec, including 30- and 60-second television ads, online videos, radio spots, billboards, digital banners, and social media content.