Yesterday Youthography launched "Make Your Escape", a national recruitment ad campaign for 4-H in Canada. The Web site, makeyourescape.ca and evadetoi.ca, launched Friday to encourage rural youth to join 4-H. The Web site will be supported by a national advertising campaign with print ads in The Magazine, Verve, Fuel, Famous Kids, and SBC Skateboard magazines in February and March as well as online advertising on hotmail.com, vervegirl.com, fuelpowered.com, desperadomag.com, themagazine.ca, and
"4-H members told us that the pre-conceived notions that 4-H was just all about 'sheep and goats' was the biggest problem the brand faced and they wanted to ensure that the campaign played on the social importance of the club" says Youthography Creative Director, Sean Claessen. "The Make Your Escape campaign featured actual 4-H members
as they escaped from their dull parental environment, using other skills that 4-H programs can teach them. We wanted to corrupt some of those expectations people have about 4-H."
Read more to see the work.