Youth Services Bureau
Category
Digital Ads + Landing Page
Industry
Non-profit, Social Services
Role
Copywriting, Creative Direction, User Experience Design
Background
The Youth Services Bureau created the breakfast networking and fundraising event to bring Ottawa professionals together around vulnerable youth. Communities are stronger when they look after their young people. The challenge was that nobody had heard of it yet.
Challenge
You can't ask a room full of strangers to care about something they've never heard of. Rise & Thrive was a first-year event with no track record, no alumni, and no built-in word of mouth. The campaign had to do what reputation usually does.
Process
The approach leaned into community and shared responsibility rather than guilt or urgency. Digital ads fed into a dedicated landing page designed to move people from curiosity to registration, with messaging that was clear and the purpose front and center.
Solution
The campaign came together with a hopeful, inclusive tone and visuals that felt worthy of the cause. Awareness built, registrations followed, and Rise & Thrive launched with exactly the kind of energy a first-year event needs to come back for a second.
