Drive awareness and usage of the career planning tools and support available to young people at workbc.ca.
We chose to highlight real British Columbians working in the trades and technology sectors and we told their stories.
The messaging strategy was simple: be clear and relatable, make an emotional connection, and encourage young BC workers to find the right fit for them by showing real people who have started on their own career paths.
The campaign featured TV, online video, online display, sponsored content, social media and out of home.
Web visits to workbc.ca increased by nearly 2 million during the campaign period.
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