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Livewire to launch campaign for Duke of Edinburgh’s Award Canada

January, 27, 2012 – On January 25th, Livewire marked its first year of working with the Duke of Edinburgh’s Award Canada. For several months, our two organizations worked together to arrive at a communications framework and marketing and communications plan. The Livewire team was pleased to help develop the organization’s first integrated, multi-year strategic communications plan that met the National and Divisional needs of the Award. This challenging assignment needed to raise awareness among all Canadians about the Award, and help them connect with their major stakeholders including current and prospective Youth participants and their parents, donors, partner organizations, and the many employees, leaders, and volunteers that make the program possible.

We are excited now to be developing the creative and building the channels to implement this plan and look forward to launching in the Spring of 2012.

The Duke of Edinburgh’s Award is a self-development program available to all young people between the ages of 14-25. The Award encourages youth to be active, to participate in new activities, and set and achieve goals in four different areas: Community Service, Skills Development, Physical Fitness, and Adventurous Journey. Gold Award participants must also complete a Residential Project consisting of voluntary service to a community for five consecutive days. To date, The Award program has motivated over 500,000 young people from Canada, and over seven million youth in 130 countries worldwide, to undertake a variety of voluntary and challenging activities.

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