CARE Canada Names Intents & Purposes AOR

CARE Canada has found its creative partner in Intents & Purposes. Following a national search, the agency has been named Creative Agency of Record, with a 2026 mandate that includes a full brand refresh, identity strategy, and ongoing creative support. Led by founder and Principal Creative Director Kelly Small, alongside strategic lead Tina Fernandez, the team brings a senior, purpose-driven approach grounded in insight, rigour, and craft.

 What if period products were labelled with what a period actually costs?
 
That’s the idea driving a new campaign from CARE Canada, which replaces familiar product names with consequences like Missed School, Lost Pay, and Lost Dignity, turning everyday packaging into a stark reflection of period poverty and the inequities faced by people who menstruate.
 
The campaign, Packaging the Cost, developed with agency partners Intents & Purposes, borrows the visual language of retail packaging and subverts it. At a glance, the packs read like unremarkable period care products. A closer look reveals their true cost. 

 
An estimated half a billion people globally lack access to adequate menstrual products and facilities. The consequences of that extend into education, income, health, participation in daily life, and even the global economy.

“We tend to think of period poverty as something that happens elsewhere, but it’s just as real here in Canada. This campaign helps people see it, understand it quickly, and recognize their role in addressing it for people with periods everywhere.”
Kelly Small, Founder & Principal Creative Director at Intents & Purposes

The idea scales across digital and out-of-home, static and in motion, with each execution surfacing a different “cost” of period poverty. The stark, beauty-style studio aesthetic and pronounced cast shadows give the work a familiarity, but with a visual weight that makes the disruption clear.

Credits:

Client: CARE Canada
Rebecca Davies, Sarah Plummer, McKinley Charles, Laura Banks
Agency: Intents & Purposes
Kelly Small, Tina Fernandez, Meaghan Murphy
Media: Mekanism
Claudia Boucher, Evann Kremer, Courtney Rimar

Ultimately, the work underscores what effective design can do: make purpose visible. Through a considered packaging approach, Intents & Purposes brings CARE Canada’s mission into sharper focus—where it can be seen, understood, and acted on. Congrats to team Intents & Purposes.