For more than 20 years the Vancouver-based Kaiser Foundation has led the way in dialogue and concrete solutions on substance use. They provide leadership in the development of proactive harm reduction strategies that focus on healthy living for people dealing with substance use problems.

As part of this effort, the Foundation launched the National Harm Reduction Awards in 2006; the awards salute the contributions of community-level activists across the country. Using the tagline "Honouring Canadians' Commitment to Each Other" Element developed a brand for the program, backed by promotional materials that included a website, and print and television public service announcements. The campaign was sponsored by CTV and The Globe and Mail.