Indigenous youth highly value the opinion of their elders, especially when making ‘big life decisions’, like which school to attend. If we can persuade the elders to consider the OCAD program, we will in turn persuade perspective students.
Ads that only the elders can understand.
Elders are typically the only remaining community members who can fluently speak and understand their native language. So in these languages, we’ll explain how OCAD’s program can help preserve the culture by offering career opportunities centered around Indigenous values. Because the youth can’t read the ads, we’re highlighting the need to enhance cultural knowledge more than ever. When the prospective students are encouraged by their elders to research the program, they will also learn of the financial viability that a creative career provides.