Coming Fall 2025: A Campaign That Builds Belonging

Addressing Racism and Building Trust in Rural Healthcare

In communities across Nova Scotia—and especially in rural regions like Digby—healthcare delivery faces mounting challenges. Among the most urgent: workforce shortages, rising burnout, and retention issues among healthcare professionals.

But for internationally trained and BIPOC healthcare workers, these challenges are often compounded by something deeper: racial discrimination and a lack of community inclusion.

To address this issue head-on, Digby Area Health Employment (DAHE) partnered with Locality to develop an inclusivity campaign aimed at raising awareness among residents, reducing discrimination toward international healthcare workers and creating a sense of welcome and belonging for those who live and work in the community.

Locality is leading the strategy, messaging, and creative development for the campaign, launching Fall 2025. Core deliverables include development of the campaign platform and messaging framework, campaign creative for digital, print, and in-community placements, and an engagement strategy for local schools.

Why It Matters to Locality

This work reflects our commitment to community-driven communication—where design and strategy serve real people, not just deliverables.

As this campaign heads toward launch in Fall 2025, it will be a powerful example of how inclusive storytelling, grounded strategy, and community consultation can come together to support systemic change.

We can’t wait to share the campaign soon!

Client: Digby Area Health Employment (DAHE)
Services Provided: Strategic Planning, Community Consultation, Creative Development (Coming Soon), Go-to-market execution (Direct Mail, In Community Marketing, Social Media, Paid Media, In-School Education, Digital Content)
Industry: Healthcare + Public Awareness + Community Inclusion

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