TTC received the Marketing and Communications Award at the 2023 CUTA Awards Ceremony.

The Toronto Transit Commission (TTC) faced a workforce gap of approximately 1,000 open positions due to retirements and natural attrition. To address this, the Be Essential campaign was launched in the fall of 2022, targeting operator and maintenance candidates while encompassing non-service roles in IT, human resources, finance, and management positions. This initiative aligns with CUTA’s Transit Vision 2040 by highlighting transit’s crucial role in communities.

The campaign featured TTC employees in their work settings, capturing their heroism in black and white photos, reminiscent of Time Magazine covers. A diverse set of 14 images was used in print and digital media, and displayed on buses, subways, streetcars, stations, and online platforms. QR codes featured on these images linked directly to job webpages, and digital ads were optimized based on performance data.

The campaign exceeded expectations as it achieved a high Click Through Rate (CTR) and low Cost Per Click (CPC). It generated a 139% increase in total applications and a 700% boost in unique page views on the TTC website. It notably helped fill vacant positions, especially for operators and contributed to enhancing gender diversity within the organization. The campaign’s success also led to its adaptation for internal audiences, fostering employee pride in their role in keeping Toronto moving.