4-H Canada

100 celebratory and inspirational messages

4H Canada needed an engaging way to mark its 100th anniversary. In addition to celebrating the historical milestone, the program needed to involve every member across Canada; capture the interest of a young audience; work in both official languages, and respect the character of 4H’s brand by embracing its motto; Learn to do by doing.

We conducted extensive on-line and archival research and when historical material proved to be in short supply, an engagement strategy and host website was created to collect memories and comments from members and alumni. A set of 50 custom cards was created and sent to every 4H member in Canada. In addition to crowd sourced content, the cards featured illustrated and photographed facts, trivia, and details on club activities from the last 100 years. The card set was notched, so they could be composed into structures and sculptural pieces; reinforcing 4H’s motto Learn to do by doing.

To complete the program we produced a video to launch the celebration at 4H Canada’s AGM. The video encouraged members to team up, pool their cards, and “celebrate all we’ve built together by building something new together.” Members were invited to share photos and videos of their creations via social media. The result was a cross-country competition amongst Canadian youth that increased 4H Canada’s awareness, engagement and membership enrolment.

project role: Client Manager, Content Strategy, Creative Director, Art Director, Project Manager