Province of manitoba – School. Keep going.

“Stay in school.” is something we’ve all been scolded with at some point in our lives. So, when the Province of Manitoba approached us with the obstacle of sharing that message with at-risk youth, we knew we had to be relatable and progressive. And not like your dad-dying-his-grey-hair-with-frosted-tips-progressive. We developed a campaign that focused on the day-to-day wins that can occur only if you’re at school, instead of the pressure-filled, finger-waving notion of grades, university and impressing adults. At school, hope can be found around every corner, you just have to keep showing up. And the rest of your life will move with you.

As the lead copywriter, I developed the campaign’s concept, messaging and video scripts. My team and I worked with the fine folks at FRANK Digital to produce the spots, where I assisted in directing, editing and finalizing the videos.

Credit: McKim.Sherpa