The Centre of Excellence for child and youth mental health required a social campaign to expand the membership of their youth advocacy committee. As opposed to our usual communication targeting agencies, and not young people, we decided on a wide-reaching social media campaign across all platforms. 

With extensive consultation with youth advisors, I developed concepts and designs using confident and powerful imagery that resonated with the needs and feelings of young people. Challenges for this campaign included a short turnaround, targeting an audience outside the usual sphere, and strongly emphasizing how youth would contribute to the organization. 

Through the creation of toolkits, shared with stakeholders and external brand champions, this campaign was considered successful, receiving much higher engagement than what is normally expected.