Believe BC campaign

The organization
The Community Futures Development Association of BC (CFDA) is a non-profit organization representing 31 community economic development corporations in British Columbia, Canada. Founded in 1992, the CFDA develops and manages a wide range of programs and services in support of its members’ activities.

The challenge
Since their inception in1985, the CFDCs have made significant contributions toward strengthening their local and regional economies. Funded largely by the federal government, the CFDCs were constrained from promoting their achievements by government regulations that restricted the use of typical advertising campaigns.

Strategy and execution
Recognizing the constraints facing the Association, Whalebone identified a form that would allow the CFDCs to tell their story by focusing on the successes of their clients. Known as “Believe BC,” the campaign ran full-page features in the province’s two major daily newspapers over a 12-week period, and included:

• 15 and 30 second television spots that served as teasers to direct attention to the newspaper articles
• 36 success stories from entrepreneurs around the province

Results
The CFDA and its funding partners were extremely pleased with the campaign. They received numerous phone calls and positive comments from people across the province who had seen the stories and wanted more information about the organization’s programs and services. Click here to view the feature articles.

Index