Hasta La Creative!

Pathways to Education, a charitable organization working to break the cycle of poverty by helping students living in low-income communities to graduate from high school, has launched its first-ever national awareness campaign, “Build Pathways.” Launched nationally on September 2, the work draws attention to the individual and societal benefits that start with high school graduation, and some of the barriers that prevent students from graduating. The brand’s multi-pronged campaign, developed by Camp Jefferson, features a media buy – spanning television, cinema, social, and OOH (transit and digital) – and a media relations campaign to educate people about the issue at large. By correlating graduation rates and challenging social issues, the campaign’s video showcases the future that the next generation have the potential to create – assuming they complete high school. While the outdoor component of the campaign takes inspiration from textbook-styled problems to educate Canadians on the socio-economic implications of not graduating from high school.