POLS 419 Ad Campaign

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Creative Brief - Ad Campaign ProposalPrepared for Employment Ontarioby Grace Waschuk and Jack Sullivan Professor Rose, POLS 419

Campaign Overview Our client is Employment Ontario, one of the programs run by the Ontario provincials

government’s Ministry of Training, Colleges and Universities. While Employment Ontario offers a number of

different services, our marketing campaign focuses on three specific initiatives:

• Apprenticeships and Skilled Trades

• New Canadians in Ontario

• The Second Career Program

Our campaign is primarily a response to the Drummond Report, which has suggested that

Employment Ontario streamline its operations in order to focus a majority of its resources on unemployed

individuals who require significant intervention in order to be integrated into the work force. Throughout

his recommendation on how the Government of Ontario can reduce the province’s high debt levels, Don

Drummond noted a few discouraging trends:

• Youth (aged 15 to 24) employment shrank in 2010 for the third consecutive year.

• Very recent immigrants (five years or less in Canada) continue to experience a rising unemployment

rate, up from 12.7 per cent in 2008 to 18.4 per cent in 2010.

• The number of laid-off older workers nearly doubled — from 75,600 in 2006 to 141,500 in 2009.

Drummond concluded that “Ontario’s aging population, slower labour-force growth and increasing

global competition, among other forces, have made skills development, workplace training and lifelong

learning more important.”

It is our opinion that Employment Ontario does not currently market itself as effectively as it should

to the groups highlighted above. In order for Employment Ontario to be a succesful employment and

training agency, it must successfully connect with the individuals who have the greatest need for its services.

Purpose of the Campaign

Our campaign has two primary purposes. The first it to advertise the employment training

and financial resources that are available through Employment Ontario. The second is to encourage

Ontarians to actually take advantage of these resources. Many individuals who could benefit from

additional training or work placement services choose to avoid them, either because of stigma

associated with some career paths or because they don’t see them as financial feasible. We are

hoping to promote Employment Ontario as a resource that can empower individuals within a

number of different circumstances to ‘create their tomorrow’.

Drummond highlighted Employment Ontario as one of the programs that the government of

Ontario should focus on. We believe that by adjusting the focus of current marketing, branding and

promotional strategies, Employment Ontario can more effectively reach individuals who require

significant assistance or complex interventions in order to contribute to the workforce.

This campaign offers tangible benefits to both Ontarians and the Ontario provincial

government. Not only will it increase awareness about the training and resources available through

Employment Ontario, it will also help contribute to building a more knowledgeable and skilled

workforce throughout the province. Reducing unemployment and diversifying the workforce are

necessary if Ontario is to reduce its deficit and its reliance on other provinces. We believe that this

campaign will play a crucial role in strengthening Ontario’s workforce and helping a diverse group of

Ontarians find employment opportunities.

Campaign Strategy and Rational

The campaign is designed to centre on personal stories and testimonials. The majority of the

advertisements focus directly on individuals who have had positive experiences with Employment

Ontario. There are a number of reasons why we choose to structure our campaign in this way. We

believe that these personal accounts will helps eliminate some of the stigma associated with training

program like Employment Ontario. Additionally, we hope that these personal accounts will help

persuade our target audience that the skill training provided by Employment Ontario is not only

financially feasible, but also financially beneficial. We have provided testimonials from individuals who

have a number of financial burdens to manage, in order to appeal to individuals who are under

similar financial strains.

Another benefit of focusing our advertisements around these testimonials is that it adds an

element of authenticity to the messages in our advertisement. It is one thing to suggest that your job

is out there and Employment Ontario can help you find it, and it is another to provide examples of

how Employment Ontario has actually had a significant impact on people’s lives. We have

approached this campaign with the goal of not only informing individuals, but also of creating ads

that are convincing and relatable. We feel that the personal stories portrayed in our ads achieve this

goal.

Campaign FlightsApprenticeships and Skilled Trades Our first flight of ads focuses on the apprenticeship training and funding that is available through Employment Ontario. We want to encourage students who have either just graduated from high school or are about to graduate to consider pursuing a skilled trade career path. Over the last number of years, the number of people who have chosen careers in the skilled trades has dwindled. With this flight, we are hoping to demonstrate that apprenticeship programs offer students access to jobs that are both high paying and in high demand. We are trying to dispel the myth that university is the only viable option for students who do well in school by portraying skilled trades as challenging and demanding career opportunities.

We are hoping to break down the perception that skilled trades are in dirty or unattractive fields by focusing on less conventional apprenticeships, specifically those in the culinary arts. By increasing the percentage of the population that works in the skilled trade sector, we can help build a more knowledgeable and skilled labour force for Ontario.

New Canadians in Ontario Our second flight of ads focuses on the opportunities available to recent immigrants to Canada and Ontario. Unemployment within this demographic continues to rise, despite many of immigrants already possessing a number of practical or applicable skills that could make them valuable members of the workforce. The purpose of this flight is to appeal to recent immigrants by emphasizing the future that is available to them in Ontario.

Like our previous flight, these three ads all attempt to make a personal connection with recent immigrants by presenting clear and relatable personal stories that will assure them that Employment Ontario can help connect them with a fulfilling career and future in Ontario. Recent immigrants are an increasingly important part of the future of Ontario’s workforce, and thus, we felt it necessary to target them specifically with one of our ad flights.

The Second Career Program The goal of the Second Career Program flight is to market Employment Ontario’s Second Career program. As the number of laid off workers continues to increase, it becomes increasingly necessary to market programs which can get these individuals back to work. However, because a large portion of the workforce lacks the necessary skills or training to qualify for some jobs, they may have trouble getting them. We believe that the Second Career program is a viable option for laid-off individuals who want to go back to school or receive additional training, but feel like they cannot afford it. This flight of ads focuses on a number of success stories from individuals who were able to get additional skills and training through Employment Ontario, and are now able to support themselves and their families. We also felt it was important to focus not just on the financial aspect of work, but also the happiness that can come from working towards a fulfilling career.

Graduating High School Students

Immigrants (New to Ontario)

Prospective Mature Students*

VideoMichelle

VideoRigo

VideoEric

Print AdChris

Print AdAnne

Shutter-styledbillboardBridge

Online Ad & BannerLego

Classic BillboardCommunity

Radio AdKathy

*particularly those who have been laid off

#tryatrade #newtoontario #secondcareer

Campaign Breakdown

Social Media CampaignOne aspect of our campaign that we feel adds a great deal of generational appeal is the inclusion of

Twitter links and terms in the majority of our advertising. We were surprised to learn that Employment Ontario did not already have an established Twitter account, so we created one (which can be found @EmployON). While we hope to use Twitter to further promote all of the initiatives in our campaign, we believe it will be particularly valuable for the apprenticeships and skilled trades flight. It is no secret that social media has become increasingly popular among youth, and sites like Twitter represent a practical and tangible way to connect and engage with this demographic.

By including hashtags and Twitter handles in our advertisements, we further increase our appeal with younger generations. It is more than just another platform through which Employment Ontario can reach its target audience — it is a unique campaign element which makes Employment Ontario seem relevant, accessible and appealing to social media savvy audiences.

Gill SansGill Sans Light

Campaign Elements

Campaign ElementsColours and fontsWe’ve chosen to stay consistent with many of the current materials of the Ministry, by using sage and indigo as our principal colour scheme. We’ve also included a green gradient to put a new spin on the palette. Additionally, Gill Sans and Gill Sans light were chosen as our campaign fonts, primarily for their simplicity and the way in which they complement the existing typography of the Government of Ontario and Employment Ontario logos.

RunnerWe have created a runner to be included at the bottom of all of our print materials to enhance consistency, ensure legitimacy (by linking the programs and Employment Ontario to the Ministry) and promote the easy recognition of our ads.

LogosWhile Employment Ontario has used employed a maroon logo in the past, we have abandoned this in place of the black and white logo to better complement our colour scheme and enhance the attention given to the program’s name. The Government of Ontario logo is also present on all campaign materials, either within in the runner or by way of a word-mark in the video ads. This is consistent with other current Government of Ontario marketing materials.

Footage and photo styleKeeping with our testimonial-styled approach, we’ve chosen images that focus on individual experiences and career paths. By offering a glimpse into the life of another, we hope to draw the audience in and better engage them. To further this effect, we have chosen vivid footage and photos, often playing with different focal points and focus effects.

MusicThe musical intro of the RAC remix of “Home” by Edward Sharpe and the Magnetic Zeros was used throughout all of our video ads as well as our radio ad. The piano portion of the song is at times looped depending on the ad’s duration. The song was chosen for its upbeat tune and distinct whistling portion, which falls at each of the ads’ conclusions. We believe this is a song that is not only appealing, uplifting and catchy, but also easily recognizable, adding to the consitent feel of the campaign.

SloganWe have chosen to use Employment Ontario’s current slogan, “Your job is out there. We’ll help you find it” on all of our materials to promote consistency with the agency’s prrsent materials and existing visual identity. We have added a sub slogan, “Create your tomorrow” in order to further engage with our audience and link to Employment Ontario’s online presence and resources.

Video slidesEach video ad concludes with the same three title slides. The first invokes the Employment Ontario slogan — “Your job is out there. We’ll help you find it” on a white background. The second invites viewers to “Create your tomorrow at ontario.ca/employment.” Finally, the third displays the Government of Ontario logo with the message “Paid for by the Government of Ontario.” These slide serve the same purpose in the videos as the runner on the print materials.

Flight 1Skilled trades and apprenticeships

Flight 1Target Audience

This flight is targeted primarily at individuals between ages 16 and 20. Specifically, it is aimed

at recent high school graduates, or students who will be graduating high school in the near

future. It is meant to appeal to students who excelled in high school, but who may feel like

university is their only viable option after graduation. We hope to encourage them to pursue

a career in the skilled trades if they feel like traditional university might not be the best fit

for them as individuals. It is meant to appeal to individuals looking for a challenge.

Flight 1- Print AdChris

Chris is a print ad, meant to appear in magazines and newspapers. Specifically, we hope to

have it included it in publications that focus on the future of high school students, such as the

university edition of Maclean’s and the Globe and Mail.

The visual in the ad is of a young man named Chris working on a culinary dish in a kitchen.

Through the use of synecdoche, the message presented in the ad is that students who may not be

sure what to do after graduation should consider a career in the skilled trades — in this case the

culinary arts. This is communicated through the use of the rhetorical question posed at the top of

the ad. The ad then assures the audience that their job is out there, and that Employment Ontario

can help them find it.

We chose this image because it portrays skilled trades in a somewhat different light. Since the

image is so clean and of such high quality, it makes skilled trades seem like an attractive and viable

career option. We hope that the rhetorical question will draw our audience into the ad, leading

them to then focus on the information at the bottom of the image that tells them how to connect

with Employment Ontario.

Chris is visually appealing and clean, which we hope will attract the younger audience that this

ad is targeted at. It contains both the Employment Ontario logo and the Ministry of Training,

Colleges and Universities footer, which appear consistently in all of our advertising in order to

increase the easy identification with our campaign and with Employment Ontario.

Still not sure what todo after graduation?

Chris Hall, first-year culinary arts apprentice at George Brown College

Your job is out there.We’ll help you find it.

Create your tomorrow at ontario.ca/employment

@employON

Paid for by the Government of Ontario

Flight 1- Online AdLEGO

LEGO is an online ad that consists of three different frames. The first frame is off a LEGO

character dressed like a construction worker, with the Employment Ontario logo and the script: “you

helped him build his future.” This is meant to immediately invoke childhood memories of building

and playing with LEGO in the minds of our audience. The ad then transitions to the next frame,

which contains an image of a young man working with a large saw in a workshop. The text, which

follows up on the previous frame, reads, “now let us help you build yours.” This is meant to shift the

focus for the audiences past to their future, and get them thinking about the possibility of a

beginning an apprenticeship with the help of Employment Ontario. The final frame contains the

Employment Ontario slogan, and encourages the audience to discover the funding and

apprenticeships available to them through Employment Ontario. It contains the information

necessary to connect with Employment Ontario, and links directly to the Employment Ontario

website.

As we have demonstrated, this ad is meant to appear on a number of different online

platforms. Here we have demonstrated how it would appear on the Globe and Mail website, as well

as how the condensed version might appear on Facebook. LEGO attempts to make a very simple

but powerful appeal to the audience members’ pasts, and in doing so entice them to learn more

about Employment Ontario’s skilled trade program. The three-frame format allows us to focus

primarily on visual and rhetorical appeal with the first two images, and then follow up with the

necessary information to answer any questions the audience may have in the final image. It connects

directly with our social media campaign, which makes it easier and more streamlined for students to

learn more about the resources Employment Ontario has to offer.

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Graduating?

Flight 1- Video AdMichelle

available at http://vimeo.com/39988684 Michelle combines a simple and easily recognizable visual (a blue-print draft) with a testimonial from a young woman, Michelle, who has recently chosen to pursue a skilled-trade as her career path. The ad was designed to appeal to young people who perhaps had never considered a trade as a viable or appealing option for their future. The combination of the straightforward animation and the genuine and relatable narration makes for an inspiring and effective recruitment ad.

Visual• The visual is a stop-motion animation of a hand drawing the blue-print for a construction project. As the ad progresses, the speed of the animation increases. The effect is intended to mirror the “fast track” that Michelle has chosen towards accomplishing her career goals.

• The animation is also intended to model a “hands-on” approach to education and work by literally showcasing a hand for the entirety of the ad.

• By featuring the precision and artistry behind construction, the video content is meant to challenge traditional conceptions of the field and trade.

• As the animation progresses, the anticipation builds within the audience as to what the drafter (Michelle) is sketching. The final image, of a large house with an attached garage is accomplished with skill and ease.

• By keeping the image simple and accessible, the ad can appeal to a broad range of high school students — from those who enjoy the arts, to those especially skilled in mathematics and the sciences.

Audio• In choosing a young woman to narrate the ad, the audio poses as a challenge to stereotypes of the

trades, and construction in particular, as a field occupied only by males.

• The narrator (Michelle) speaks articulately and with passion. This is intended to demonstrate her level of satisfaction and happiness with her choice to pursue an apprenticeship.

• By addressing her success and ability in school, the ad implies that any existing myths that maintain that the trades are only for less intelligent or talented students is false.

• The narrator indicates the vast array of options available through apprenticeship in order to entice students into further research.

• In mentioning her challenges, Michelle indicates that the trades are both a gratifying, valuable and viable alternative to a more traditional, university education.

http://vimeo.com/39988684


Video Ad - MichelleStoryboard

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Open with image of a hand holding a white marker over blueprint paper. The hand begins to sketch out the slope of a roof.

The hand continues to steadily sketch out a garage.

The video speeds up, and the hand beg i n s to s ke t ch ou t t he remainder of the garage and house extremely quickly.

The video pauses following the completion of the sketch of the house.

WASH OUT: Ad concludes with three final slides showcasing the Employment Ontario logo, slogan and link to online content. WASH transition is applied in between each.

<Soundtrack is heard, piano plays softly>My name is Michelle. I always enjoyed school, and got good grades, but I felt like something was holding me back in class.

I wanted to do something more challenging, more hands on. Thinking about my future, I knew I had to find something different. That’s when I heard about Employment Ontario’s apprenticeship program.

Did you know that there are more than 150 skilled trades that can be learned through apprenticeships? Working with Dufferin Construction provides me with the opportunity and training necessary...

...to find my passion. I get to learn while I work, and get paid for it. My job brings new challenges every day, and I know I have a bright future ahead of me.

<Soudtrack volume swells, exit whistling heard>

AUDIOVISUAL

Flight 2New immigrants to Ontario


This flight is targeted at individuals who are either thinking about immigrating to

Ontario or who have recently immigrated to Canada (within the last 5 years or so). While it

is primarily aimed at individuals who are between 25-50 years of age, it is possible that it

may appeal to people outside of that age range as well. This flight is not targeted as much at

recent immigrants who do not have any prior knowledge or skills, but rather at those who

have past career experience and need to re-qualify for work in Ontario. We have tried to

emphasize this in each of our ads. The flight is meant to be obvious is in its targeting of

immigrants, and will appear in mostly urban areas with high immigrant populations.

Flight 2- Print AdAnne

Anne is a print ad that could appear in a number of variety of different locations. However, we

would like to focus on including it in pamphlets and brochures that are often distributed to promote

immigrating to Ontario and Canada, as well as publications that typically get high immigrant

readership (such as non-English newspapers).

The visuals in Anne are clean and consistent with the style that was established in the previous

flight, and it includes the Employment Ontario logo and the Ministry of Training, Colleges and

Universities footer. The focus of the background image itself is structured so that the viewer’s eye

moves naturally to Anne, a woman of colour and recently accredited CGA who appears to be

consulting a client. The ad is clearly targeted towards those individuals who are new to Ontario, and

the visual helps emphasize this.

The text in the add is relatively minimal, which makes the message to the audience very clear.

The ‘New to Ontario’ question at the top of the ad is a clear message to new immigrants, and

allows us to make an immediate connection with our target audience. Perhaps the most important

part of the text in this ad is the bridge metaphor, which suggests that Employment Ontario can help

create a connection between international experience and Canadian business. This metaphor

suggests that the government of Ontario considers these previous skills and abilities as valuable, and

wants to help new immigrants build on this experience, as opposed to simply discrediting it.

We believe Anne emphasizes the value that the Government of Ontario places upon new

immigrants. The ad also contains the Employment Ontario slogan, which assures new immigrants

that their past experience can connect them to a new career in Ontario, and that Employment

Ontario can help them along the way.


Anne Fenty recently acquired her CGA


ontario.ca/employment@employON

We’ll help you bridge your international experience to Canadian business.

New to Ontario?

Flight 2- Classic BillboardCommunity

Community is a billboard ad designed to appear in high traffic urban areas, which typically have

high immigrant populations. The visuals on the billboard are meant to be eye-catching and appealing.

The bright and vibrant colours will be able to command the attention of our target audience,

particularly in high traffic areas, which can be visually overwhelming and somewhat ad-saturated. We

believe that this image will help our ad stand out.

The visual contains a number of individuals, all of whom could be new immigrants to Ontario.

They are all smiling and seem happy, suggesting that the message that the billboard offers is a

positive one. The woman in the middle of the billboard is looking directly onward, and she appears

to making eye contact with anyone who is looking at the billboard. We hope that this will help us

make a direct connection with our target audience.

The text in Community is relatively simple and consistent with other ads in this flight. It

contains the rhetorical ‘New to Ontario’ question, making it clear that the billboard is targeting

recent immigrants. It then suggests that the audience qualify their skills with Employment Ontario in

order to create their tomorrow in Ontario.

By placing the Employment Ontario slogan directly next to the Employment Ontario logo, we

hope that new immigrants will be able to make an instant connection between Employment

Ontario and being able to find a new job or career. Finally, it includes the Employment Ontario and

Ministry of Training, Colleges and Universities runner, and contains the Employment Ontario

website, where the audience can learn more about the services available to them.


Quali fy for employment,improve your skil ls and create your tomorrow.

New to Ontario?

ontario.ca/employment

Flight 2- Video AdRigo

available at http://vimeo.com/39995856

Rigo combines footage of a middle-aged man of Mexican heritage working as an optician with both his own testimonial and some narration. The ad tells the story of an immigrant who, through the help of Employment Ontario’s services, has gained the education, resources and abilities to succeed as a professional in Ontario. The ad is meant to encourage, educated and feature the opportunities and valuable career options available to immigrants upon making the move to Ontario.

Visual• The video is intended to showcase Rigo in various settings — in the classroom, at work, in an interview — in order to tell Rigo’s story, and to demonstrate the full and immersing experience that Employment Ontario’s programming can provide.

• Rigo appears as a friendly, intelligent and genuine figure who has succeeded thanks to the career services of Employment Ontario.

• Rigo also emerges as someone who has developed an “expertise” of sorts — able to help and advise classmates and customers.

• The closing shot of Rigo looking forwards is meant to symbolize him looking towards his future.

Audio• Rigo’s Spanish accent is audible throughout his narration. His use of English, though flawed at parts, stands

as a genuine and accessible account of his experience. He speaks with passion and honesty.

• The use of a narrator at a key point in the ad bridges the gap between two portion’s of Rigo’s testimonial and serves to shed light on the possibilities which Employment Ontario can provide its participants.

• The soundtrack is consistent with all of the campaign’s other video ads, and is both uplifting and motivating.

• Rigo’s focus on the opportunities available in Ontario specifically compliments the mandate and efforts of Employment Ontario.



Video Ad - RigoStoryboard pt. I

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OPEN with image Rigo examining a pair of glasses. CUT to shot of h i m l o o k i n g t h r o u g h a microscope.

CUT to image of Rigo in the classroom. CUT to angled shot of Rigo’s back as he works on an assignment.

CUT to shot of Rigo being congratulated by a classmate.

CUT to shot of Rigo speaking to a smiling customer. CUT again to image of him preparing a glasses display (similar to first shot).

CUT to shoulder-up shot of Rigo being interviewed.

<Soundtrack is heard, piano plays softly>Rigo: My name is Rigo Pastora. I came to Canada in 1999.

Narrator: Employment Ontario provides immigrants, like Rigo, with the skills and training necessary to qualify...

... for work in Ontario, and to build a career in Canada.

R: I bel ieve that Ontar io in particular, at this point, it has

...a lot to offer.

AUDIOVISUAL

Video Ad - RigoStoryboard pt. II

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CUT to Rigo helping another customer pick out a pair of glasses.

CUT to two separate shots of Rigo fitting and adjusting a pair of glasses.

CUT back to interview footage of Rigo.

CUT to final PAN of Rigo working on an assignment and turning his head forward.

WASH OUT: Ad concludes with three final slides featuring the Employment Ontario logo, slogan and link to online content. WASH transition is applied in between each.

I truly believe that the optician career in particular, has to offer...

... a great opportunity to myself.

That was like really amazing to me.

<Soundtrack volume swells, exit whistling heard>

AUDIOVISUAL

Flight 3The Second Career Program


This flight is targeted at individuals who have recently been laid-off from work. While

it is primarily aimed at individuals who are between 25-45 years of age, it could certainly

appeal to people outside of that age range as well. The goal of this flight of ads is to

convince recently laid-off individuals that the skills, training and resources available through

Employment Ontario provide valuable opportunities for them not only to get back to work,

but also to find a satisfying career that they are passionate about. Many recently laid-off

individuals may not feel as though they can afford to get additional work training, and we

hope that this flight will convince them that the Second Career program can help them

balance concerns for the future with their current financial considerations.

Flight 3- Shutter BillboardBridge

Bridge is a shutter ad, meant to appear in high traffic areas such as shopping malls and

airports. There is a great deal of contrast between the two images that appear in this shutter ad. The

first image is in black and white, of an apparently downtrodden man walking across a bridge. The

black and white colour suggests that the man is not happy, and the scenery appears very bleak. The

man appears to be walking towards the horizon, however because of the angel of the bridge the

audience cannot actually see what is in the distance. This is meant to represent the way that many

individuals feel after being fired, dejected and unable to see their future.

The shutter billboard flips to a much brighter and more colourful image of two individuals in

suits smiling and admiring something. There is a great deal of contrast between the two images, and

the second portrays two individuals who appear to be very happy and in a work-like setting.

We felt that a shutter fit logically within this flight, as the ad itself symbolically changes from

one frame to the next — much in the same way to the Second Career program can completely

change someone’s career outlook.

Since the visuals in Bridge contain so much symbolism and are so powerful, it was important

to keep this text relatively simple. The first slide simply suggests that unemployment doesn’t have to

last forever, connecting the visual directly to unemployment. The Employment Ontario slogan is also

included at the bottom of the first slide, so that individuals can directly make the connection to

other ads and will likely wait to see the second part of the shutter. The text on the second slide is

very concise, suggesting that the audiences that a Second Career can start here (through

Employment Ontario). The ad simultaneously encourages individuals to create their tomorrow by

visiting the Employment Ontario website. The simple text compliments the visuals well, and it makes

the message of the ad very easy to absorb, even after a brief viewing.


Unemployment doesn’t have to last forever.

Your job is out there. We’ll help you find it.


Your Second Career starts here.

Create your tomorrow at ontario.ca/employment

Flight 3- Radio AdKathy

available at http://soundcloud.com/gracewaschuk/kathy-radio-ad-v-2

Kathy is a radio ad that could appear on any number of different radio stations that

typically recruit viewership from our target age group. Since a number of people in our

target audience commute on a daily basis, we believe that radio is an effective way for us to

reach our target audience while they are in the car, enjoying the radio.

The majority of the radio ad focuses on Kathy, a current career counselor who was

once a beneficiary of the Second Career program. Kathy talks about how she felt after being

laid-off, and how the Second Career program provided her with an opportunity to go back to

school despite the financial constrains of having to raise a family. This ad portrays a truly

accessible success story – Kathy is able to provide for her family and find a career that she is

passionate about because of the Second Career program. This is a story we feel that our

target audience will easily be able to connect with, as many of them are likely in the exact

position that Kathy was in. After hearing Kathy, the audience is able to connect with a desire

to not only to support themselves and their families, but also to find a career that they love.

http://soundcloud.com/gracewaschuk/kathy-radio-ad-v-2




Flight 3- Radio AdKathyScript

<Intro piano music is heard, continues to play softly throughout ad>

Kathy: In 2008 I was laid-off from two separate jobs in the same year. I learned about the Second

Career program from my employment councillor at the time, and learned that I too would like to

become a career councillor. Actually it had always been a dream of mine to go back to school,

but with having to raise a family — having to work took precedence over going back to school. So

the Second Career program actually gave me an opportunity to follow that dream.

Narrator: The Second Career program provides laid off individuals with the knowledge and

resources to get back to work.

Kathy: I’m able to now provide for my family in a way I’ve never done before. and more

importantly, I’m doing something with my life that I absolutely love.

Narrator: <layered overtop the soundtrack’s exit whistling.> Employment Ontario: Your Job is

out there. We’ll help you find it. Create your tomorrow at ontario.ca/employment. Paid for by the

Government of Ontario.

Flight 3- Video AdEric

available at http://vimeo.com/39995830

Eric tells the story of a young man who, after struggling for some time with his work, was laid off and participated in Employment Ontario’s Second Career program in order to get back on track with his career. The tone and overall approach with Eric is lighthearted and intends to demonstrate that unemployment need not be an embarrassing or debilitating reality. Rather, with help from Employment Ontario, the possibilities and opportunities available through Second Career are endless.

Visual• The visual of Eric grocery shopping is intended to echo his passion for food, cooking and new career

within the culinary arts.

• The visual uses different focus techniques (mimicking those used in the campaign’s print ads), in order to place more emphasis on Eric, as an individual with a unique story.

• Eric is meant to resemble an average 20-something in order to showcase that unemployment and hard times can fall upon anyone.

• The different shots of Eric walking around the store, coupled with those which display he being interviewed by someone off camera, place a particular emphasis on his words and story.

• The closing shot of Eric walking away, with the camera going out of focus, is meant to imply that he is walking towards his future (a similar technique as that used in Rigo).

Audio• Eric speaks casually, genuinely and informally — increasing the ad’s accessibility and believability.

• The use of a narrator bridges the gap between two portion’s of Eric’s testimonial and is intended to briefly explain just what the Second Career is and can do for its participants.

• The soundtrack is consistent with all of the campaign’s other video ads, and is both uplifting and motivating.

• Similar to Chris in Flight 1, by focusing on the culinary arts, the ad sheds light on an unconventional career path.

• Eric’s mentioning of his love for food and cooking draws upon the idea that Second Career can allow its participants to pursing their true passion. Being unemployed doesn’t have to mean settling for job. Rather, through the Second Career program, individuals can feel compelled to pursue that which they truly care about.



Video Ad - EricStoryboard pt. I

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OPEN with camera focusing on Eric’s face.

CUT to Eric being interviewed in grocery store aisle.

CUT to Eric walking down another aisle with his back to the camera.

CUT to close-up interview of Eric

CUT back to Eric walking around the store.

<Soundtrack is heard, piano plays softly>

Eric: I had been working out of the same company, the local mill in Cornwall for the last four years...

...and clearly it wasn’t for me. I didn’t get any raises, promotions, not even a Christmas bonus. So what it came down to is that in 2010 I was laid off.

From then I decided I needed a different change of pace, and that’s when I found the Second Career Program.

Narrator : The second career program provides laid-off individuals with the knowledge and resources to get back to work.

AUDIOVISUAL

Video Ad - EricStoryboard pt. II

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CUT to interview shot of Eric in front of vegetables.

CUT to meat section, where Eric is looking at the selection.

Show Eric picking out a package of sausages.

CUT to final shot of Eric walking down an aisle. The image slowly goes out of focus.

WASH OUT: Ad concludes with three final slides showcasing the Employment Ontario logo, slogan and link to online content. WASH transition is applied in between each.

E: So with help from Employment Ontario, I was able to find a culinary arts program at George Brown College.

I always enjoyed cooking — I never though I could make a career out of it.

Through the Second Career program I gained the skills, the resources and the knowledge to really make it in the restaurant business.

I really found my passion — can’t thank them any more for what they did for me.

<Soundtrack volume swells, exit whistling heard>

AUDIOVISUAL

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POLS 419 Ad Campaign

Documents

Transcript of POLS 419 Ad Campaign