Virgin Mobile Regeneration
With Virgin Mobile Regeneration, we changed business for good.
When we set out to get at-risk youth off the streets, it was natural to appeal to the empathy of Canadians, but we discovered that it only further stigmatized the youth we sought to help.
To affect real change, we shifted our focus to breaking down barriers to youth employment.
We partnered with NPower Canada to provide skills training and job opportunities to at-risk youth. This shift in purpose necessitated a shift in tone for our marketing efforts.
