How do we activate a community of interest?
The Confederation of Alberta Faculty Associations (CAFA) hired us to elevate the importance of post-secondary funding to policymakers and build and activate a community of interest around the issue.
We were fortunate to have a wealth of research that we sifted through to identify key insights that would drive our campaign. We identified that 98% of Alberta parents hope that their children will have the opportunity to attend post-secondary. This was the strong, but oddly quiet constituency around which we built our campaign. They had strong feelings, and simply needed a means to express them to the right people.
We launched a media relations campaign and a paid online ad buy (as well as some select print) driving people to use a simple online tool we built to share their feelings with policymakers.
Weeks after our campaign, the Government of Alberta announced that they would reaffirm their commitment to Alberta post-secondary education with a $50 million funding increase.
IABC Award of Excellence, 2014