Built on Benevolence: How nabs Canada puts ad people first in 2021

With in-person team meetings a remote memory, many marketers are eagerly awaiting a return to the office in 2021. While questions about how and when remain, nabs Canada has been developing new programs to keep advertising agencies and individuals physically safe and psychologically supported.

The National Advertising Benevolence Society (nabs) was founded in 1983, inspired by a UK organization with the same name and mission: to support the wellbeing of individuals in the advertising industry. In 2017, nabs Canada refreshed its brand identity, led by incoming Executive Director Jay Bertram, former long-time President of TBWA\Latin America & Canada. The newly personified logo put #peoplefirst by design, helping nabs to visually communicate its unique role as “the champion of the industry’s human capital” and a source of professional and personal support in a sometimes cold industry.

Over the years, nabs’ dedication to the people in advertising has strengthened as the industry changed. Nabs’ 24-hour support line served 155,000 advice minutes to Canadian marketers in 2020, helping almost 3,600 individuals with free financial, career and personal counselling through EAP partners Morneau Shepell. Since its inception, nabs has helped more than 50,000 individuals and their families.

Loraine Brown, nabs West Regional Director, reports that nabs saw an “unprecedented number of new accesses” to its online resources in 2020 as people started working from home. In response, nabs will soon launch access to Togetherall, a clinically moderated and anonymous mental health community comprised of industry peers with round-the-clock monitored clinical support.

“As the pandemic approaches a one-year anniversary, people in our industry are increasingly relying on nabs to help them navigate through,” Brown observed, “and nabs is poised and ready to provide relevant programs and services for them.”

Here are some of the important programs nabs has launched to help people and agencies bounce back in 2021:

Mental Health Emergency First Aid training for Agencies

Developed and delivered by the Mental Health Commission of Canada (MHCC), nabs has launched its Mental Health Emergency First Aid (MHFA) training for advertising and communications agencies.

BBDO, DDB, Taxi and Rethink have already sent key team members to get certified and gain important skills like how to assist with on-the-job mental health crises.

There’s an upcoming training session for advertising agencies and communications companies in the West delivered over two half-days in April. Sessions for central Canada are slated for April and May.

Contact Angeline Abinoja for more program and registration information: aabinoja@nabs.org

Medavie Blue Cross Group Health Plan for Freelancers

Newly freelance? Welcome to 45% of Canada’s workforce.

Because freelancers power the ad business, nabs has partnered with Medavie Blue Cross to provide comprehensive group health coverage to Canadian freelancers and their families.

This essential new service provides group health benefits to self-employed contractors, retirees and currently unemployed professionals in the Canadian advertising, communications and media industries.

Contact Louise Berubé for more information on plan options and pricing: lberube@nabs.org

LifeSpeak Digital Wellness + LifeWorks EAP

In 2020, nabs started providing free access to LifeSpeak for all agency and communications professionals. LifeSpeak is an online repository of videos and podcasts by medical doctors and clinicians on diverse topics like physical health, mental illness, PTSD, addiction, anxiety, gender identity, family matters, relationship issues, bullying and depression.

In April 2021, nabs will begin to offer LifeWorks, a modern employee assistance program (EAP) for agencies. It directly integrates with LifeSpeak to offer wellness support, recognition and incentives, counselling and coaching services to employees.

Contact Loraine Brown to learn more about LifeSpeak or agency memberships to LifeWorks: lbrown@nabs.org

2021 nabs Media Sale

Media partners like Rogers, Bell, Corus, Shaw, Pattison, Postmedia, Torstar and The Globe and Mail help fund nabs’ initiatives through the annual donation of advertising inventory to the nabs Media Sale.

Nabs sells the donated Digital, TV, Radio, OOH, and Print inventory to clients and agencies to help them keep incremental ad costs down and raise funds for nabs’ programs.

Updated daily, you can access the latest nabs Media Sale 2021 inventory list or learn how to donate inventory by contacting Bryan Press: bpress@nabs.org

nabs West Social Events

Nabs is all about good deeds and great parties.

Mark your calendars. In 2021, nabs West is hosting its annual Cinco de Mayo celebration (May 6) and Oktoberfest (October 7) in a virtual format. Look forward to live MCs, games and prizes, costume contests and yummy themed tasting kits delivered to you before the festivities begin. All proceeds from ticket and sponsorship sales go to funding nabs’ invaluable services.

Nabs looks forward to hosting events in person and is planning its 31st annual nabs West golf classic for 2021. Details will be announced closer to the date.

Nabs’ newsletter is the best way to keep updated on events and ticket info as it’s announced. Sign up online: https://nabs.org

Leza Maloney is a Vancouver-based media executive and nabs West Advisory Board Director dedicated to ethics in marketing. https://lezamaloney.com