Target Fights for Decent Work with Bold Atkinson Foundation Campaign

​Target has launched a striking new campaign for The Good Fight Prize - an initiative of the Atkinson Foundation that recognises community actions for decent work.

At the heart of the launch is a series of full-page ads in the Toronto Star, shining a light on the workers, advocates, and organisers leading the struggle for fairness at work - and on the broader issue of decent work itself.

Unlike traditional award programs, The Good Fight Prize recognises and celebrates grassroots efforts working with limited resources, which push for systemic change. With this bold, high-profile ad campaign, Atkinson and Target are bringing national attention to an issue that affects current and future generations - an issue that is often overlooked in mainstream media and marketing.

The campaign also includes an emotive online manifesto video that describes why The Good Fight Prize, and the people it celebrates, fight for decent work - told through the voices and aspirations of school-aged children.

“In a world gone wrong, we all need to make more advertising that does more than just sell stuff,” said Noel O'Dea, founder of Target. “For Atkinson's campaign for decent work, we wanted to avoid the declarative approach of presenting a laundry list of facts and arguments. In the campaign’s manifesto video, for example, we cast real school children to hold up a mirror to society, one that reflects the hard truths about work. Advertising has long used children's voices to reveal bigger truths - from Monster's 1999 Super Bowl classic to the stark 2020 message from the Sandy Hook Promise. We took that storytelling approach in a new direction - one that speaks to the goodness and humanity in all of us. Because that's what the fight for decent work is all about.”

The campaign marks another example of Target’s commitment to using creativity as a force for social good, building on its long-standing reputation for meaningful, culturally resonant work.