Katimavik begins Get a Life campaign
By Adnews Staff
Volunteer organization Katimavik has begun a national advertising campaign called "Get a Life." The initiative, developed by Bleublancrouge of Montreal, is aimed primarily at 17- to 21-year-old Canadians. The campaign consists of a website at <http://www.gokatimavik.com>, supported by banner ads at social networking sites, a 30-second television commercial, out-of-home advertising and direct marketing to high school guidance counsellors. The creative makes use of material generated by former volunteers. The initiative also includes national media relations, conducted by Veritas Communications. "Get a Life is the most significant campaign to bolster new applicants in the 32-year history of our organization," said Jean-Guy Bigeau, executive director of Katimavik. "If young Canadians want to see their country and change it for the better, Katimavik is right for them."