Following an appearance on Oprah and the launch of a national TV series and financial book, the Smart Cookies partnered with the BC Securities Commission on a targeted PR awareness campaign to improve financial literacy among high school students, while simultaneously providing a fresh perspective on how educators can impact and teach financial life skills to a new generation. While improving financial literacy among BC youth was a top priority, bringing attention to the issue and promoting BCSC’s resource, The City: Planning 10, remained a challenge. We worked in conjunction with the Smart Cookies and the BC Securities Commission to secure province-wide press coverage while facilitating a speaking tour across 26 high schools throughout British Columbia.
Over the course of the campaign, inquiry rates for BCSC’s Planning 10 resource increased 126% as a result of effectively messaged media coverage that promoted the BCSC and Smart Cookies program in outlets including Vancouver Sun, Times Colonist, CBC Radio, Kelowna Courier, Nanaimo Daily News and multiple other community outlets across the province. Additionally, the awareness campaign helped put the Planning 10 resource on the radar of the Federal Government as consideration for a new national program.