Social Media Campaign
for Youth Services Bureau
//Category
Copywriting
//Client
Youth Services
Bureau
//Industry
Non-profit
Agency
The Youth Services Bureau of Ottawa has been a cornerstone to their community for over 80 years now providing a helping hand to at-risk youth. As a leader and partner to their community YSB continues to lead by example and make a lasting impact by supporting a variety of initiatives on youth issues, emphasizing inclusivity across gender, race, and socio-economic status.
//Context
//Objective
The objective was not only to inform our audience, but to inspire a sense of compassion and community, where the stories, struggles and adversity of YSB and their clients resonated deeply. Raise awareness, drive donations, and make a difference.
//Concept
Personal narratives steered our new approach, building empathy and connecting the audience with YSB's ongoing efforts to support the challenges Ottawa's youth face everyday.
We needed to create a framework that was consistent and recognizable, so we created four distinct components that allowed us to tell stories that illustrated the impact YSB has on youth.
-
Real Stories, Real Change: Quotes and stories illustrating progress and success from YSB clients, staff, and partners.
-
YSB Insights: Informative content including statistics, advice, and updates on youth-related issues.
-
Behind Every Face: Compelling narratives that highlight adversity and resilience among youth.
-
Little Gestures, Big Impact: Commitments, gestures and initiatives that highlight YSB"s commitment to youth empowerment.
//Tone
The tone is compassionate, hopeful, and educational. It celebrates achievements, educates with valuable insights, and shares personal stories to build connection. Copy approach and visual consistency strengthened the brand identity, creating a unified voice that built trust and inspired confidence in YSB's mission.
