Career Edge

Challenge

Career Edge, a not-for-profit job placement service, pairs qualified graduates, armed forces veterans, and people with disabilities with employers to help build careers. Career Edge sought a creative activation for university campuses to raise awareness among young adults and drive program enrollment.

Solution

Our cheeky campaign aimed to inform students that Career Edge offers paid job placements, countering the stereotype that internships are unpaid and unfulfilling, often reduced to simple tasks like getting coffee for the staff. We capitalized on this notion with a simple and arresting message that was used on all elements of the campaign, including the booth, teaser posters around campus, and digital marketing. Pop-up booths kept the activation portable and cost-efficient, allowing easy setup on various campuses across the province. By replacing the ‘p’, the asterisk turned ‘internships’ into a dirty word in the readers’ mind. We supported this notion by saying it shouldn’t be, helping Career Edge shatter the myth. Digital ads supported the in-campus activation to drive additional traffic and engagement. The campaign resulted in 21,616 website clicks and an 89% increase in traffic compared to the same period in the prior year.