This summer Centennial College officially launched its ground-breaking Signature Learning Experience jointly with its humanracebook.com campaign. The innovative philosophy opened Centennial students’ minds to the current issues that affect our world, helping them learn how they can get involved, make a difference, exert their influence and impart change.
The campaign was developed by Smith Roberts and Company, the creative agency that launched the United Church of Canada’s Wondercafe and Colleges Ontario’s Obay Campaign. Rachel Smith of Willow Media was responsible for developing the media plan for the strategic deployment of the Centennial College campaign on EcoMedia’s SilverBox™ recycling units throughout the east end of Toronto and Scarborough.
One of the key elements of this campaign is the outdoor media com ponent featuring EcoMedia’s SilverBox™ Public Space Recycling Units, where the innovative and eye-catching posters were recently deployed.
The campaign encourages people to visit the humanracebook. com website. The site tells the global citizenship story, and utilizes a video-taped message from College President Ann Buller, and a video testimonial from one of Centennial’s students, Alberto Almeida, whose life was changed by the Glo bal Citizenship course and his overall Signature Learning Experience. The tactical approach includes print media, billboards, movie and television advertising as well as advertising on more than 200 of EcoMedia’s SilverBox public space recycling units. The recycling units complement the college’s message of social awareness through education — which includes awareness of the environment — as these units promote recycling, one of the most important issues of this generation. For more information on the campaign, visitwww.humanracebook.com