Youth Engaging Youth.
The Ukrainian Canadian Congress and Accurate Creative leverage social media to celebrate the strength of Canada’s diversity.
The Ukrainian Canadian Congress (UCC) represents the Ukrainian community in Canada by bringing together all the national, provincial and local organizations under one umbrella.
With the financial support of the Government of Canada’s ‘Canada 150’ Fund, the UCC embarked on a campaign to celebrate the strength of Canada’s diversity. It engaged its member organizations across the country to organize youth‐led Canada 150 celebratory events. Accurate Creative was hired to develop strategies and techniques that would help summer staff roll out a successful campaign.
UCC had pre‐determined they would hire six ‘animators’ (ambassadors for five regions). Each was tasked with engaging Ukrainian youth as well as youth from Indigenous, refugee, other ethnic groups and minority communities.
Accurate Creative’s strategy hinged on a social media plan to support the animator’s activities. Our theme—‘Youth Engaging Youth’—clearly established the program’s goals. We created and tactics within the strategy that was a natural fit for youth animators and a youth audience. We developed a toolkit to help each animator achieve UCC’s mandatory targets set out by Heritage Canada.
A bold brand was created, connecting traditional Ukrainian design to a modern context. The brand also spoke to ‘Canada as a mosaic’. Creative assets such as roll‐up banners and social media profiles were developed, as well as an Event Kit Guide as a resource for animators.
The anchor product was an innovative, social media‐driven website. Each of the animators was trained to manage the website, document events and publish photos/videos/blog entries. Much of the website’s content streamed in from the animator’s social media accounts. Using their UCC-specific Instagram, Facebook and Twitter accounts, each animator’s posts fed directly into the website and represented an excellent engagement mechanism for youth to reach youth.
Social Media Strategy: One that could be scaled up to an overall strategy for UCC beyond the Canada 150 campaign
Campaign theme development: Youth Engaging Youth
Visual brand: Website, campaign brand assets, writing services, roll‐ups, social media profiles, event kit guide
Training: Social Media advice/training for the six animators, website management training
Heritage Canada sets a high benchmark with respect to visibility/return on their funding. The campaign was launched in May 2017 and ran for the entire 2017 calendar year.