EDUCATION AND EARLY CHILDHOOD DEVELOPMENT
In 2025 the Department of Education and Early Childhood Development tasked us with a complex request.
They wanted to promote the array of outside-the-classroom activities, resources and services available through the Centre of Excellence for Language Learning to families whose children are pursuing French-second-language-learning (FSLL) goals.
Deliverables included a campaign plan and creative assets to be deployed by the team at GNB.
To effectively spread the word, we needed to overcome a couple of hurdles:
1) Not many New Brunswickers were already aware of the Centre of Excellence platform.
2) Many Anglophone families, particularly those with no French language skills, rely entirely on the school system for FSL learning.
To respond to these challenges, we developed an insightful strategy which sent two specific messages:
1) Bilingualism is a lifelong journey you and your child can embrace and feel good about - no matter where you are on the fluency spectrum.
2) Achieving your child’s FSLL goal is something over which you and your child have agency. In-classroom learning is an important tool - but not the only one available! Accelerated progress can be achieved by using additional resources.
Starting that discussion created a welcoming mindset, and effectively drove traffic to the Centre of Excellence website.
Our client was enthusiastic about our approach, and is interested in building on it with additional tools.
