TORONTO, April 18 /CNW/ - A new $400,000 multi-media advertising
campaign launched today by Ontario's colleges is encouraging Aboriginal
Peoples throughout the province to explore the career opportunities
available through higher education.
"Ontario's colleges provide a welcoming environment with support
services and student centres to help students succeed," said Linda
Franklin, the president and CEO of Colleges Ontario. "Raising awareness
of the supports and opportunities available to students will encourage
more Aboriginal Peoples to pursue college education. This is the start
of a long-term effort that will make a real difference."
The campaign, called Break Your Own Trail, will include print, radio, online and poster advertisements. It was
developed by Spirit Creative, which specializes in marketing to
Canada's Aboriginal Peoples. The campaign has been co-funded by
Ontario's 24 colleges and by the Ministry of Training, Colleges and
Universities. The ads will run this spring and again in the fall.
Ontario's colleges have been running provincewide campaigns promoting
the value of college education since 2008. Franklin said the Break Your Own Trail campaign was developed to speak to some of the distinct issues faced by
Aboriginal Peoples when they are considering postsecondary education.
For example, First Nations peoples living on reserves face the challenge
of moving to a new community where most of the population isn't
The campaign was developed following consultations last year with
Aboriginal community members and students in 10 communities throughout
the province. John Sioui, the president of Spirit Creative, said the
feedback helped the agency develop creative that effectively motivates
young students and more mature students to explore higher education.
"This builds on the optimism that is found throughout our communities,"
Sioui said. "The campaign respects the Aboriginal Peoples' cultures and
traditions and presents the message in a way that is exciting to
"This is an important step forward in encouraging greater numbers of
Aboriginal Peoples to pursue postsecondary education," said Training,
Colleges and Universities Minister John Milloy. "Higher education can
open many doors and our government is very pleased to be working with
the colleges to promote these opportunities."
Colleges Ontario is the voice of Ontario's 24 public colleges. Ontario's
colleges serve about 200 communities throughout the province,
delivering a wide range of career-focused education and training
programs to more than 200,000 full-time and 300,000 part-time students.
SOURCE Colleges Ontario
For further information:
Manager, Media Relations and Communications