Adapting a national brand’s message of hope through a Yukon lens

Overview

The United Way administers a telephone help line and online directory (2-1-1 Program) that helps Canadians deal with life’s challenges. Although it is a national program, each province and territory have its own service that connects users with vital community and social resources, close to home and specific to their needs.

Solution

The solution consisted of three key components. First, we identified the issues impacting the prospective beneficiaries of the 2-1-1 Program in Yukon and crafted our messaging accordingly. Second, we preserved the overall look and feel of the national campaign while integrating our messaging, allowing us to benefit from the United Way's established credibility. Third, we developed a diverse range of campaign materials, including direct mailers, community posters, social media advertisements, newspaper ads, radio spots, community television segments, and public transit ads. These materials were distributed across all primary channels and platforms frequented by our target demographics.

Challenge

The challenge was to make as many people as possible that could benefit from the 2-1-1 Program aware of its presence in the Yukon, while keeping in line with the national campaign’s branding.