STARBUCKS AND CHAPTERS TEAM UP FOR CANADA WORLD YOUTH
By Adnews Staff
Starbucks and Chapters have partnered with Canada World Youth to promote the national organization's international programs to young people. This is the first time Canada World Youth has partnered with a business for its annual recruitment campaign. In addition to Starbucks and Chapters, the organization has developed corporate sponsorship with Fuji Film. The organization's recruitment campaign targets young people 17 to 29 years of age. Canada World Youth's programs send young people to communities across Canada and internationally to experience living and working in other cultures. Starbucks and Chapters will be supporting this year's recruitment campaign beginning October 4 by displaying application brochures in Canadian stores. A television commercial, running on MuchMusic and MusiquePlus, will also support the campaign, directing young people interested in participating in the program to Starbucks and Chapters locations to pick up an application form. Matthew Pearce, president of Canada World Youth, said the organization is hoping this initial year will produce long-term relationships with its three new sponsors and eventually others. The move to partner with corporate sponsors is in response to the organization's need to get creative in seeking support, Pearce said. Advertising for Canada World Youth's recruitment campaign was done by PDG Strategy Concept Inc. of Montreal.