Frontier College

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Backstory

Frontier College is a national charitable literacy organization, established in 1899 on the belief that literacy is a right. They work collaboratively with community-based agencies across Canada to provide targeted, innovative literacy and numeracy support for the most vulnerable members of our community. One in five Canadians struggle with reading, writing or math, and millions more don’t have the essential skills to succeed in today’s economy.

What was the communications opportunity?

Too often, literacy is thought of as what is taught in the classroom. But we know it goes beyond this.

Frontier College wanted to raise awareness about the link between literacy and other issues, such as health and poverty because low literacy rates act as a roadblock, preventing people from reaching their full potential.

It was time to kickstart a new conversation about literacy in Canada through a national awareness campaign.

What did we accomplish?

Working with Frontier College and its network of literacy practitioners, we developed the #RevealPotential campaign as a way to move this important conversation forward.

We used bold, striking images to grab attention by demonstrating all of the ways that literacy is vital to day-to-day life in Canada. Specifically, this included images of a prescription pill bottle, a voter registration card, and a job posting. MediaStyle asked the audience to rethink the issue of literacy by using one of our favourite tools – empathy.

This work was amplified through a six-week digital advertising campaign on Facebook and Instagram, targeting millennials with the goal of recruiting new volunteers. We also created an online toolkit that empowered community organizations and literacy practitioners to share key campaign messages and become champions for the cause. Through this effort, more than 500 people submitted inquiries to step up and become volunteers for Frontier College.

We also developed an earned media plan to raise awareness of a national research report launch, which called on Canada to recognize literacy as a basic human right. This included creating media products, pitching journalists, and coaching spokespeople as required. This resulted in syndicated morning show interviews across the country from St. John’s to Victoria.

This work was amplified through a six-week digital advertising campaign on Facebook and Instagram, targeting millennials with the goal of recruiting new volunteers. We also created an online toolkit that empowered community organizations and literacy practitioners to share key campaign messages and become champions for the cause. Through this effort, more than 500 people submitted inquiries to step up and become volunteers for Frontier College.

We also developed an earned media plan to raise awareness of a national research report launch, which called on Canada to recognize literacy as a basic human right. This included creating media products, pitching journalists, and coaching spokespeople as required. This resulted in syndicated morning show interviews across the country from St. John’s to Victoria.