Junior Achievement Northern Alberta & NWT ACE Workshop

Junior Achievement Northern Alberta and Northwest Territories gave us a creative brief at the beginning of the Student Workshop. The main objectives were to first, increase the enrollment by 10% (which is about 1000 students) by focusing on the Fort McMurray, Grand Prairie and Lloydminster communities and other communities as well by 2022. Secondly, we needed to increase the brand awareness with the donors. Our concept is “framing students for a bigger picture”. This is the theme of our campaign. Junior Achievement and Northern Alberta and Northwest Territories division shapes the futures of students. It is analogy for creating a clear future for students with more knowledge and opportunities available to them as they embark out of high school into the workforce or post-secondary education. This is something that we wanted to tell, and we wanted to show people how much of a difference JA can make and this leads into our creative that goes along with this. The imagery is showing that analogy we just talked about visually; it is showing the future of those students within the frame of Junior Achievement who shaped them. So, as you can see, there is a student standing holding the frame and inside that frame is a potential future career for them. That career is enhanced by the Junior Achievement who is that frame and that frame is shaping what the students’ future holds for them. We also wanted to focus on the older students (which was mentioned in the meeting with Junior Achievement) how they wanted to engage more with that junior high and high school programming that is available, and we highlighted this in these Illustrations, but it could very well be expanded to any age group to promote any of their other programming.