For Our Youth
Together For Our Youth
Brand equity
Social responsibility
Experiential
Challenge
Challenge
Desjardins has always been committed to supporting youth. And 2020, with all its ups and downs, proved especially challenging for student motivation. So for the 2021 back-to-school season, Desjardins set out to reaffirm its dedication to youth by inviting students to bounce back.
Solution
Solution
By using trampolines to show that the Together For Our Youth program is there to help young people get up to speed again, we created a campaign on the theme of “bouncing back”.
This campaign rolled out on a number of platforms that reach the 15-30-year-old demographic where they hang out: on campus, on public transit, in online videos, in digital audio, on TV and on social media. A partnership with Révolution, a popular Quebec televised dance competition, kept the momentum going.
Results
Results
The outcome for Desjardins: a positive perception among young people. But the real reward was putting a smile back on their faces.
The recall of the entire campaign was several points above the norm.
“In addition to offering thousands of student bursaries, Desjardins’s Together For Our Youth program demonstrates our goodwill on a daily basis: with psychological aid, mentoring and school support programs, the program helps thousands of young people achieve their ambitions.”
Geneviève Roussel Marketing Director, Desjardins