Canadian Centre on Substance Abuse (CCSA)

Distribute bilingual bookmarks to 650,000 students (Grade 4, 5,6,7,8) in 3,427 school districts throughout Canada

Background

The Canadian Centre on Substance Abuse (CCSA) launched Experiment.ca – an innovative new drug prevention website that allows youth to learn about the negative effects of drugs. Illicit drugs are an unfortunate reality of the world we live in, especially for young Canadians. 60% of illicit drug users are 15 – 24 years old and young people are the most susceptible to the harmful repercussions of recreational drug use.


Objective

Xperiment.ca is the first of many initiatives that are being developed under the CCSA’S Drug Prevention Strategy for Canada’s Youth. The aim of this five year national drug prevention initiative is to reduce illicit drug use by Canadian youth between 10 to 24 years of age.

Task

Wild Cards was responsible for printing and distributing CCSA bookmarks on youth drug prevention to students in Grades 4, 5, 6, 7, and 8 across Canada. Before the materials were sent out, WC spoke with various school board members in order to ensure the campaign aligned with the school’s needs. If a particular school declined to participate, the bookmarks would be sent to public libraries in the area for distribution. WC was also in charge of overseeing the printing and distribution of all bookmarks as agreed on by the client.



Result

Over 650,000 students from Grades 4-8 in 3,427 school districts throughout Canada had CCSA bilingual bookmarks placed directly in their hands. These bookmarks created conversations between students and parents across Canada.

Testimonial

Canadian Centre on Substance Abuse

"The campaign greatly increased awareness of CCSA and their efforts to prevent the harms related to drug and alcohol abuse. CCSA was very happy with the services provide by Wild Cards and the success of the campaign."

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