Assemblée Communautaire Fransaskoise
Finding out how to convince more students to enroll and remain in French language education in Saskatchewan was our challenge; making it “cool” was the answer around which we built our strategy. The cheeky slogan “I Don’t Excuse My French” was tested among francophone high-school students and proved to hit the right note. The concept was then implemented on website, posters, screen savers, T-shirts and more. As a result, enrollment numbers in francophone schools rose 5% and 2.5% in French immersion schools in spite of a declining province-wide student population.
“Advertising is the art of the tiny. You have to tell a complete story and deliver a complete message in a very encapsulated form. It disciplines you to cut away extraneous information.” Dick Wolf