Operation Lifesaver

Today is Better video campaign

Project Type:

  • Campaign
  • Graphic design
  • Media planning & buying
  • Strategy
  • Video & animation


  • Energy, Economy & Infrastructure

Operation Lifesaver works with rail industry partners, governments and the media to increase awareness about rail safety in Canada. Since 2017, we have helped their messaging reach wider audiences through the development and management of digital advertising campaigns and strategies, including their suicide prevention campaign.

Founded on research and consultations with mental health experts, Spruce developed a video campaign approach that featured survivors, their experiences and the ways they reached out for help. Our team brought care and respect to the process, and the campaign’s visual treatment uplifts survivors and their healing while not shying away from the heavy nature of the content. Supported by a digital advertising strategy, the campaign earned over 30 million impressions and 3.5 million video views, while driving traffic to a landing page with support for those in crisis.