TVO Media Education Group is launching a new campaign to show the public broadcaster’s value beyond TV.

The “Discover Your 2.tvO” campaign, created in partnership with Grey Canada, highlights TVO as a reliable source of digital information that Ontario citizens can turn to. The creative promotes its different properties, including TVOkids, TVO Learn, TVO ILC, TVO Today and TVO Docs, with a campaign designed to have a modern, fun and relatable tone.

“The creativity behind the campaign lies in showcasing personal transformation through curiosity by highlighting how TVO’s content can make individuals feel more informed, confident and interesting,” Grey executive creative director Sebastian Benitez tells strategy. “The campaign presents TVO in a modern and humorous way to resonate with younger audiences and demonstrate the relevance and richness of TVO’s content.”

Lara Barlow, TVO’s VP of impact, tells strategy that the team wanted to communicate that the broadcaster is a valuable source of knowledge and ideas that can impact Canadians’ lives. They also hoped to address one of the brand’s main challenges, which is connecting with young people, so they appreciate TVO’s digital learning content, such as documentaries and podcasts, especially in a media landscape full of options.

TVO research shows that 25 to 45 year-olds feel more informed and interesting after consuming the brand’s content. However, the data showed that many of them are unaware of the breadth of the brand’s offerings. The campaign addresses that challenge, Barlow says.

“The opportunity lies in leveraging our trusted reputation and high-quality content to attract and engage this demographic, demonstrating that TVO is relevant and beneficial to their personal and professional lives,” Barlow says.

The campaign is also an evolution of TVO’s brand positioning. While it remains committed to being a trusted educational resource, it is focusing more on the transformative impact its content can have on younger audiences and families, including newcomers. “It’s an evolution that brings a fresh, modern perspective to our long-standing mission,” Barlow saays.

The campaign is supported by 30- and 15-second videos on TV and social media. It also includes digital ads, paid social media promotions and six-second videos.

Barlow says they have chosen this media plan to reach Ontarians who are under 50 years old, where they are most active: online and on social media.

“By leveraging OLV, connected TV, social media, digital ads and linear TV, we’re maximizing our reach of this target and ensuring that our content is visible and engaging. This multi-platform approach is designed to spark curiosity and drive exploration of TVO’s diverse offerings,” Barlow says. “By engaging them, we hope to foster a lifelong connection to TVO’s educational resources.”

Media Experts handled media planning and buying.