The Region of Waterloo, with the fifth largest young urban population in Canada, is selected by The Ministry of Public Safety & Security to pilot a National Crime Prevention Program.
With 3.5 million in funding over three and a half years through the National Crime Prevention Centre, the program needs to find a name. Once named, marketing materials are needed along with some campaign ideas to reach youth at risk of gang involved activity. Funders and partners want to get this program off the ground efficiently and effectively.
There are seven community partners involved. Let’s get these key stakeholder groups together, collaborate, share and listen to their ideas. Let the brandstorming for a name begin.
The youth need to find change from within. Similar programs speak to “out reach”. Let’s spin this around and speak to change from within. The inREACH identity is created. Positioning evolves shortly after and the youth are challenged: “Lead Your Life” or risk someone else leading you in the wrong direction.
Within three short months, the identity is created, the website and social media are launched and the Lead Your Life campaign hits the streets and appears in secondary schools and community partner locations across the region.