A campaign by Oasis Movement, a Toronto organization that helps newly sober individuals reintegrate back into society, taps into the idea of quitting – with its negative connotations – as a positive, progressive act.

“Hire a Quitter” is a pro bono offering from Juniper Park\TBWA, to support the nonprofit’s efforts to provide Ontarians with addiction recovery support and employment services.

In a series of four 15-second animated shorts, “Hire a Quitter” aims to illustrate the journey through addiction to recovery and tell stories of positive transformation inspired by the local communities in which Oasis operates.

“We landed on the ‘Hire a Quitter’ line, which has a lot of tension in it and has stopping power,” says Neil Walker-Wells, executive creative director with Juniper Park\TBWA. The campaign aims to capture the tenacity of individuals who look to move from addiction to employment.

The journey is a complex one, Walker-Wells says, and the idea is meant to educate the broader public about Oasis Movement’s services and motivate people suffering from addiction to reach out for help. It is also meant to direct people to the “hireaquitter” microsite.

Walker-Wells says that a donor component may be considered further down the line but for now, the focus is on creating a broad awareness for the organization. Oasis began its relationship with Juniper Park\TBWA three years ago.

Derek Silveira, Juniper Park\TBWA‘s associate creative director, says it worked closely with Oasis to capture the story and its complexities and that it tried to build very simple animated narratives that were relatable and inspirational.

The campaign is out now in Ontario and includes a refreshed brand logo and identity across social and web.