Helping young British Columbians find a great career fit.
The Challenge
Research showed that most British Columbians had little knowledge of the job training resources available through workbc.ca—resources that were free, easily accessible, and could help them find the right career fit in a variety of sectors. We needed to increase awareness of the province’s career planning programs and tools and demonstrate the very real benefits of using them.
The Solution
The strategy was simple—be clear and relatable and create an emotional connection between our target and real British Columbians working in the trades and technology sectors. By telling their stories and showcasing their pride, we wanted young people to connect with our subjects and be inspired to pursue a fulfilling career path of their own. The multi-channel campaign featured TV, online videos, display ads, sponsored content, social media and out-of-home pieces.
The Results
The campaign was highly successful in building awareness and engagement. For detailed results, please reach out.
