All around—and underneath—the city of Toronto, there are little-seen places alive with activity. Every day and night, from subway tunnels to maintenance shops, hundreds of people work to keep the city mobile. The copy for this cinema, television, print and social media campaign needed to shine a light on the hard work happening on and under our streets, humanizing the men and women of the transit workers’ union in the eyes of the public.

"What is the lifeblood of a city? It’s what keeps it moving…"

– "Protecting What Matters" cinema spot