United Way — 211 Bilingual Awareness Campaign
Client: United Way of Greater Moncton and Southeastern New Brunswick
Project: Bilingual Video Series and Awareness Campaign for 211
Role: Full production services provided by Volta Digital
Introduction
Volta Digital provided post-production services on a series for CAMH addressing self-care among Black clinicians. Black clinicians often carry a double burden: the professional duty of care they hold for their patients, and the personal toll of work that asks a great deal of them. The series brought together six subject matter experts to discuss how clinicians in that position can give their own wellbeing the same priority they give their clients'.
Objectives
The series set out to speak directly to Black clinicians about something the profession tends to leave unspoken. Six experts, several themes, one audience with a specific and sensitive relationship to the material. In post, that meant handling the interviews with care, holding the weight of what was said without over-producing it, and shaping six separate conversations into something a clinician would recognize as speaking to them.
Key Features and Benefits
Fully bilingual from the outset. Every piece was produced in both English and French rather than subtitled after the fact. In New Brunswick this isn't a nice-to-have for a public-facing service, and building it into the production plan meant no compromise in either language.
A headline promotional video. The flagship piece presents 211 as what it actually is; a community, not a phone number, showing the range of services available through it and through its partner agencies.
The five questions people actually ask. Rather than inventing talking points, we built the series around the questions 211 navigators field every day: on calls, at community booths, and by email. Five questions, answered in five videos, produced in both languages.
Twelve deliverables from one engagement. Two promotional videos and ten question-and-answer videos, each cut for use across multiple channels.
Built for where people already look. The series was designed to work on public screens, on the 211 website, and in paid social ads. Thus three different viewing contexts, one production.
Outcomes
The video series has been running on public screens across New Brunswick since June 2025, including at Service New Brunswick locations, on continuous daily rotation. The English and French videos are embedded in the FAQ section of the 211 website, where they answer the questions visitors arrive with.
In phase two, the videos ran as a paid social awareness campaign. Over five months the campaign delivered approximately 900,000 impressions on roughly $1,300 in ad spend. United Way received a performance report every month of the campaign, so the organization could see what the investment was producing while it was still running rather than afterwards.
Conclusion
211 was already doing the work. What it lacked was a way to tell people it existed. By building a bilingual library around the questions real callers ask, and then putting that library in front of people on screens, on the web and in paid social ads, the project turned an underused public resource into something New Brunswickers can recognize. Volta Digital is proud to have supported United Way of Greater Moncton and Southeastern New Brunswick in that work.