Canadian Parents for French
Canadian Parents for French (CPF) is a volunteer-driven organization that champions French as a Second Language (FSL) education and acceptance across Canada. CPF needed an inspiring campaign to support growing demand for French educators.
Our partnership with CPF evolved from supporting teacher recruitment to leading a national retention campaign that called on government to increase support for French-language educators. We also helped launch a podcast for parents and young children beginning their French-language journey.
Together, we developed creative assets, content and media strategies, branding elements, as well as a series of impactful videos.
My Raison D’Être
The desire for parents to enroll their kids in the French curriculum is growing. But the lack of French teachers makes it hard to keep up with demand. Canadian Parents for French wanted to inspire post-secondary students, teachers, and those considering pursuing a second career to consider teaching in French.
We invited teachers, and Canadians as a whole, to reflect on their raison d’être and how a career teaching French could help fulfill it. The campaign highlighted how meaningful it is to teach French; the passion which draws people to the profession in the first place.
brand
We did video and photo shoots with French teachers across Canada, British Columbia to Prince Edward Island, to capture their personal stories—what drew them to the profession and how being an FSL educator is professionally and personally rewarding. The campaign also tackled a common and often overlooked issue, linguistic insecurity, where people lack confidence speaking French for fear of it not being accepted or good enough.
- 19415135+ impressions
- 1064960+ video views
- 275765+ clicks
To complement the campaign, we designed a photobooth for CPF at the annual ACPI Conference. The booth mimicked the ad campaign and allowed French teachers to share their own raison d’etre. Each participant received an email with their photo along with a prompt to help them share it on social media. Branded scarves were also provided.
More Than Words
French-language teachers in Canada face challenging working conditions and limited support. CPF sought to address this issue, aiming to retain current teachers and push for policy reform.
The More Than Words campaign moved beyond recruitment to teacher retention. It went from talking about advocacy to putting it into action, aimed at decision-makers in education, government, as well as parents.
words
Along with the concept, design, and video for creative assets, we helped shape the strategy, messaging, and creative direction. We crafted a narrative that both reflected CPF’s push for funding and supported current French teachers. The campaign was rooted in real teacher stories, delivered through targeted communications across owned and partner channels driving to a dedicated landing page.
Powered by Zembaly™
To amplify CPF’s call for policy change, funding, and teacher support, we integrated Zembaly™, our proprietary digital advocacy tool, into the campaign. This allowed supporters to easily email MPs across Canada with a clear and consistent message.
French Footprints
As part of CPF’s broader commitment to strengthening French language acquisition, the FSL in the Early Years initiative helps early childhood educators and families ease children into French immersion. We supported the program by developing and producing the French Footprints podcast.
We led the content strategy, scripting, and virtual production of the podcast, crafting episodes that reflect the real-world challenges and opportunities of raising and teaching children French. This included technical direction and guest outreach, audio recording and editing, the visual identity and promotional assets for social media platforms.
french
An experiential component was also involved. We designed merch and a backdrop for CPF’s video booth at the yearly OMLTA Conference. The branded booth was featured in a series of videos featuring educators sharing tips for teaching kids French.
