The ‘Coalition pour la promotion de la langue française’ has one main objective: increasing French education enrolment in Saskatchewan.

We developed a youth campaign centered around the cheeky slogan “I Don’t Excuse My French” to increase student pride in their French education. And after conducting focus groups of the parents audience, we adjusted its past campaign with creative and strategic improvements.

The result? In spite of a declining province-wide student population, enrolment increased by 5% in Francophone schools, and 2.5% in French immersion schools.

Result: 5