Parents are constantly struggling to help their children work through the decisions that will shape their future. But one area that has typically been overlooked from the parents’ point of view is career guidance—a gap that has been filled by the Alliance of Manitoba Council Sectors and its Opening Doors Parents Expo.
Combatting mediocre attendance at past Expos, Relish created an ad campaign that reached parents through familiarity and humour to draw them to Opening Doors, where they could discover the tools they need to illuminate their dubious offspring. With social media playing an immeasurable role in the everyday lives of today’s youth, the campaign transformed some of the arena’s most notable icons to express some of the most common parental anxieties and position Opening Doors as a light-hearted solution.
The result was an astounding 700+ participants in the annual Parents Expo and, more importantly, hundreds of parents who became better equipped to help their children achieve their brightest of futures.