Massive cuts & a quietly passionate audience. Our job was to help individual Albertans make some noise & apply pressure in the right places.
In Alberta, 98% of parents hope their kids will complete post-secondary. Our concept grew from a simple and clear idea: that Alberta universities support everything. We built a simple and clean public facing campaign, launched the program at a news conference (that included a 11 foot tall Jenga tower) and built animated online ads and tools that helped Albertans easily and clearly communicate with MLAs. We structured this initiative to ensure that pressure on the minister [who seemed immune to public pressure alone] would come from his fellow MLAs. The Premier, the Minister and other MLAs received hundreds of letters from their constituents – all delivered through our campaign site.
And – weeks after our campaign, the Government announced that they would begin to repair the damage, starting with a $50 million re-investment. Gentle, firm and clearly expressed, this campaign is one we’re all proud of.
IABC Award of Excellence, 2014