Youth

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How to tailor your strategy to Gen Z

Experts weigh in on how to target this growing group in 2019 and beyond.

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Building a basketball brand with bounce

Almost 25 years since its original logo was unveiled, the Toronto Raptors are a part of the fabric of the North.

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Enter the Parka Wars

Here’s how three Canadian companies are targeting tribes to build global brand cred.

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Sport Chek opens up concept store just for kids

The retailer targets parents seeking fashion for active youth with a location at Toronto’s Vaughan Mills shopping centre.

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Boys and Girls Clubs of Canada is all smiles

A new campaign shows how the organization’s services benefit Canadian youth and combats the idea that they are “underprivileged.”

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Yop targets convention-breaking teens

With “For the Better,” the yogurt brand takes a stand for youth working to change the world.

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2017 Strategy Awards: The Starlight Foundation’s new clothes

Hospitalized kids wore their personalities with custom gowns made by Canadian designers.

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2017 Strategy Awards: SickKids takes back the fight

The campaign showed SickKids as a “performance” brand, taking on the biggest challenges in child health.

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2017 Strategy Awards: Drug Free Kids’ cross-channel jump

The brand wanted to prompt parent-teen conversations about driving while high.

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The challenges on the horizon (video)

Lucie Greene, a futurist and the global innovation leader at JWT, points to the big challenges waiting for the industry.

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Nova Scotia’s Discovery Centre piques curiosity

The non-profit uses a lost eyebrow to illustrate why it’s worth a visit.

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True Sport asks parents to focus on fun

A new campaign sheds light on how lectures after sports practice could do more harm than good.

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Holiday shopping habits, student edition

The who, what and when of how young Canadians are buying, plus other insights from a recent SPC survey.

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WWF goes unscripted for the holidays

The organization promotes its symbolic adoption fundraiser with a youthful approach.

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Is your brand gender neutral enough?

A new report provides insights on parents’ desire to raise their kids without adhering to stereotypes.