Campaign: debt awareness

Debt can be a difficult subject. It's often something that's swept under the carpet, or forgotten about completely. Conexus wanted to encourage existing members and non-members to open up and talk about their debt. The trick was to make people stop and think, in a bold way.

 

We used strong, attention-grabbing headlines and a copy-only approach to reach out to people across Saskatchewan. A billboard campaign was supplemented with social media, online banners, washroom posters and radio.