Collective Strides
Challenge activate your feet
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Challenge activate your feet
Following the brand launch for Collective Strides, an active transportation initiative by the Canadian Cancer Society, we undertook the mandate to optimize the digital presence and brand image of the Active Your Feet Challenge 2023. The overall strategy also included developing an advertising campaign aimed at educating and raising awareness among youth about the health benefits of active transportation, which also impacts their community and the planet. The campaign's objective was to introduce the brand to primary and secondary schools in Quebec, expand into the Ontario school market, while maintaining our presence in schools already familiar with the Challenge.
Who better than Emy Lalune, a graduate in elementary education and influencer, to embody the spirit of the Challenge and inspire young people to take it on? As an ambassador, she perfectly embodies the vitality and active spirit of the brand. In addition to her undeniable charm, Emy was ready to try anything to ensure the campaign lived up to the project's mission: from trampolining to inline skating, sporting a variety of colorful looks. The captured sequences and images reflect the fun experienced by the team during the shoot.
Given that the Challenge is already integrated into school curricula, it was crucial for us to validate certain elements surrounding its organization to guide our strategic instincts. Two key points emerged: - Increase the visibility of the Challenge. - Strengthen and support its digital component. In response to this, we developed a vibrant and colorful campaign, crafted bold and catchy messages, conceptualized a new user journey to optimize digital interactions with the Challenge, and selected influential ambassadors to effectively convey the core message: moving is good for health and the planet!
Our ambassador had to embody the messages of the Canadian Cancer Society. Convincing Emy Lalune to join us was not difficult, as she closely aligns with the messages being a graduate in elementary education and is particularly sensitive to the cause of cancer prevention. Her influence was incredibly beneficial, generating around 304,000 impressions with her dedicated Instagram post for the Challenge. Building on our established collaboration during the Artères communes campaign, we approached Jonathan Le Prof with the same conviction. His community resonates with school staff, a secondary but essential target for the Challenge's success. This addition, alongside our choice of ambassador, significantly strengthened the brand image and outreach of the Challenge among our target audiences.
The website, a cornerstone of our campaign's promotional efforts, features a navigational structure tailored to different campaign targets: one for young participants, another for teachers involved in organizing the event at schools, and one for parents supporting their children in achieving their daily active kilometers. The website's creative design includes colorful illustrations and playful icons, echoing the age group of our primary and secondary target audience. Participants are encouraged to register for the Challenge through a new dedicated single sign-on portal integrated with the Canadian Cancer Society's active transportation activities: Collective Strides. The registration forms and pathways are customized based on user profiles. The portal facilitates team formation, invites others to join the Challenge, and allows participants to log their kilometers. It also provides all necessary documentation for the Challenge's smooth operation and internal promotion within schools. Additionally, it offers educational materials and suggestions for active breaks to assist school staff.
To support the different types of users in organizing the Challenge, we provided them with a variety of tools: from charts to tally kilometers, promotional pamphlets to encourage participation, to an interactive map to visualize team rankings—basically, everything they need!
The key to our outdoor advertising campaign was the groundwork done by one of our team members. It was crucial that our message reached the right audiences in the right locations—near schools and other influential spots. Our outdoor campaign spanned over 7 weeks across the metropolitan region, Ontario, and Quebec, utilizing highway billboards and wild postings on construction walls in major cities.
The media placement portion on social media and the Google network aimed to generate interest around the Challenge, ultimately encouraging young people and school staff to organize it in their schools. We concentrated our advertising budgets across the Meta network, Google Display, and AdWords. The successful reach of these placements is largely attributed to the influence of our ambassadors and the vibrant and dynamic imagery used.
STATISTICSIn addition to the initial goal of raising awareness, the new digital structure of the Active tes pieds Challenge facilitated the creation of a unique database to collect participant information, providing a significant advantage for future editions. From establishing a strong brand image to amplifying the reach of the Canadian Cancer Society and its active health initiatives, we are proud to have met the challenge!
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