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Pathways to Education Launches National Campaign with Camp Jefferson

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The campaign is used to inspire the next generation of Canadians to create

Pathways to Education Launches National Campaign with Camp Jefferson

Pathways to Education, a charitable organisation working to break the cycle of poverty by helping students living in low-income communities to graduate from high school, has launched its first ever national awareness campaign, “Build Pathways.” Launched nationally on September 2, the work draws attention to the individual and societal benefits that start with high school graduation, and some of the barriers that prevent students from graduating.

“Youth living in low-income communities across Canada face barriers to education that can significantly impact their chances of graduating from high school—and that affects us all,” said Colleen Ryan, Director of Marketing and Communications at Pathways to Education Canada. “‘Build Pathways’ highlights that when we support more students to graduate from high school, we see reduced poverty, stronger communities, and significant economic gains.”

The brand’s multi-pronged campaign, developed by Camp Jefferson, features a media buy - spanning television, cinema, social, and OOH (transit and digital) - and a media relations campaign to educate people about the issue at large.

By correlating graduation rates and challenging social issues, the campaign’s video showcases the future that the next generation have the potential to create - assuming they complete high school. While the outdoor component of the campaign takes inspiration from textbook-styled problems to educate Canadians on the socio-economic implications of not graduating from high school (see OOH here).

"Ask yourself where you'd be without a high school diploma," said Guybrush Taylor, ECD at Camp Jefferson. "So many things depend on it, but we put very little emphasis on its importance. We need to view graduation rates as a metric of a successful nation. The return on investment is unlimited."

In addition to Camp Jefferson’s creative work with the charity, the campaign also drives to Pathways to Education’s new vanity URL, BuildPathways.ca. The website invites visitors to learn more about the organization’s work, donate to the cause, and volunteer.  

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Hero video - Pathways to Education
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Client Credits

Brand: Pathways to Education Canada

Director, Marketing and Communications: Colleen Ryan

Senior Manager, Marketing: Naresh Da Silva

Director, Digital Strategy: Jason Shim

Manager, Marketing and Brand: Alex Kruger

Agency Credits

Agency: Camp Jefferson

EVP, Managing Partner: Peter Bolt

VP, Director of Strategy: Ian Barr

Executive Creative Director: Guybrush Taylor

Creative Directors: Phil Coulter, Stefan D’Aversa

Copywriters: Guybrush Taylor, Morgan Starr, Paul Constantakis

Art Directors: Guybrush Taylor, Luke Woodard, Jonathan Guy

Producer: Lily Tran

VP, Director of Client Services: Edith Rosa

Account Supervisor: Sophia Yang

Account Coordinator: Katherine Ly

VFX/Colour: theVanity

Lead VFX Artist: Sean Cochrane

VFX Artists: Kaelem Cahill, Michael Mederios, Andrew Farlow, Noah Matikainen

VFX Assistant: Adam Silcox-Vanwyk

CG: Josh Clifton, Joaquin Manay, Steve McArdle

Colourist: Andrew Exworth

Colour Assistant: Brock Cruess

Executive Producer: Stephanie Pennington

Producer: Katie Methot

Music & Sound Design: Pirate Group Inc.

Track Director: Mark Rajakovic

Audio Engineers: Keith Ohman, Ian Boddy

Producer: Joanne Uyeyama

Editing: Saints Editorial

Producer: Stephanie Hickman

Editor: Mark Paiva

Editing Assistants: Giuseppe Piccolo, Kerstin Juby

Production: Scouts Honour

Producers: Rita Popielak, Simon Dragland

Director: Chris Woods

Director of Photography: Mark Zibert

Partners

Media: Sadie Simon, Cossette Media

PR: The Colony Project

Website: Send and Receive

Camp Jefferson, Mon, 16 Sep 2019 13:32:32 GMT