CTRL Your Future.

NPower Canada

Brand Strategy, Campaign Platform Development, National Integrated Brand Campaign, Campaign Production

NPower Canada is a not-for-profit that offers free tech training and certification programs for underserved youth and adults, and since its inception 10 years ago, has become a leader in the industry. Post-pandemic, they needed a new way to talk to the next generation of applicants.

Challenge

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NPower Canada moves as quickly as the industry that they train students for, so our strategy needed to be able to act as a foundation for not only today but one that could help them pivot quickly in the years ahead.

To do this, our work began with the very core of the organization—building a new Brand Purpose that could act as the foundation going forward. Once this work was complete, we were able to then begin understanding how this purpose led to impact in the lives of their students and alumni. Through our Wellbeing Framework™ we were able to build a brand strategy that could be adapted to reach a variety of different audiences across Canada.

What we discovered, was that for many, it’s expected that life follows an upward linear trajectory focused on post-secondary education, establishing a stable career and becoming financially secure. This is not a once-size-fits-all path though, leaving many people feeling stuck in a loop, discouraged and anxious about the future.

Strategy

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Through strategic alumni interviews, we discovered this ‘spin state’ that all alumni had experienced before they enrolled in the program. Regardless of their backgrounds, their reasons for feeling stuck may have been different, but their emotional mind state was the same. To reach a new generation of 18+ job seekers , we launched a new campaign under the platform “CTRL your future,” tapping into the power of their alumni success stories,

We set out to turn the traditional concept of a testimonial video on its head. NPower Canada truly is transforming lives, and they have so many inspiring alumni success stories, we wanted to capture the authenticity and relatability of these humans in an honest, candid way, creating a bit of ‘slice of life’ to show how these real people were struggling, but then took control of their life path—they took ‘CTRL of their future’. We wanted to make sure the NPower Canada brand was secondary, they were that push forward, while heroing our alumni and celebrating their achievements.

We used optimistic and fast-paced visuals to share inspiring stories of NPower Canada graduates to encourage other youth to take control of their future. The campaign launched online, in social, and in OOH.

Creative

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