4-H Canada breaks national campaign
By Adnews Staff
Youth organization 4-H Canada has begun a national recruitment campaign called “Make Your Escape.” The two-month campaign, developed by Youthography of Toronto, consists of print ads in The Magazine, Verve, Fuel, Famous Kids and SBC Skateboard, as well as online advertising on Hotmail.com, Vervegirl.com, Fuelpowered.com, Desperadomag.com, Themagazine.ca, and Sbcskateboard.com. The ads direct viewers to a new website located at <http://www.makeyourescape.ca>. The intent of the initiative is to encourage rural youth to join 4-H. Additional components include postcards, stickers and posters for 4-H members to distribute to friends. Radio advertising, created by Adfarm of Calgary, is also in use. “4-H members told us that the pre-conceived notions that 4-H was just all about 'sheep and goats' was the biggest problem the brand faced and they wanted to ensure that the campaign played on the social importance of the club,” said Youthography creative director Sean Claessen. “The campaign features actual 4-H members as they escape from their dull parental environment, using other skills that 4-H programs can teach them. We wanted to corrupt some of those expectations people have about 4-H.”