Break Your Own Trail
The enrollment of Aboriginal youth in postsecondary education (PSE) is far below the provincial norm. Spirit Creative was tasked with researching, strategizing and producing an emotive campaign that would address the monetary, historical and cultural barriers that Aboriginal students face when considering a PSE – and present a positive horizon for those students to consider.
Strategy
T-CAAN Award - Best Printed Piece
The campaign was created following in-depth consultations with Aboriginal students and leaders in communities throughout the province. The feedback helped the agency develop creative that effectively motivates young students and more mature students to explore higher education. A “challenging” copy platform and visual approach was developed that further Focus Group research proved extremely appealing to our audience.
The strategy here was to present a PSE and specifically a College education as a trail to a better and more positive future for themselves and their communities.
Solution
The basic creative approach – “Break your own Trail” – is utilized in print ads, radio, web and Social media as well as support materials such as Fax Broadcast, Direct Mail, Posters and Pamphlets.
Radio
Print
Collateral Materials
