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Image by Sean Sinclair


HRPA (Human Resources Professional Association) is one of the largest associations in Ontario,

with 24,000 members who are trained, certified, and regulated to become the best professionals in the industry. But the problem is, the HR industry had a bad rap, full of outdated stereotypes

held by CEO’s, the general public, and even some HR professionals themselves.


We created a campaign to address those negative, preconceived notions head-on, and show people the new, bold face of HR. We invited HR professionals to join the HRPA to “Level Up” their career, and CEO’s to hire a certified member to “Level Up” their businesses by rebranding the HR profession as something fresh, challenging, and more essential to successful businesses than ever. 

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