Growing the Next Generation of Great Citizens. Alidade was hired to develop a major long term strategy, and several integrated campaigns and initiatives aimed at restoring citizen engagement in the province and over the long term affecting citizen participation in the electoral process, policy and voter participation. The project involved extensive research on citizen engagement, volunteerism, involvement in public policy, trends, identifying who are the organizations leading the charge, and influences affecting values, attitudes and behaviours across North America. The bilingual project is the beginning of a long term and strategic effort of change. The initial audiences were parents, youth, teachers, community partners. We branded the strategy and initative “Growing Great Citizens”, and delivered an integrated marketing strategy, online and offline media plans and advertising campaign materials, tagline and slogans for the initiatives, a partner engagement plan, a Community spirit initiative, In-school program, “Growing Great Citizens” website, www.growinggreatcitizens.ca, outdoor poster series and TV Movie theatre ad series.
Effectively Communicating to the Target Audience. Alidade worked with addiction prevention
to develop a marketing campaign to increase young adult's awareness of the dangers of binge drinking. The
campaign positioning was developed through extensive research and testing, as well as campaign messaging
and ad campaign materials.
Research—The Key to Success for yellowflag.ca.
The Nova Scotia health promotion agency enlisted the team of Allura Communications, Alidade Marketing and
Focal Research to develop the inaugural year long social marketing campaign, targeting 19-24 year olds,
and 25-34 year olds, groups at the highest risk of developing gambling problems. Focal conducted the research,
Alidade developed the integrated overall strategy, with Allura developing the creative and Margot Walsh
Media crafting the mass media campaign. Alidade Marketing Limited also developed a grassroots and public
relations campaign province-wide to engage employers of this target market and provide a plan of action for
local prevention professionals and community leaders.