Ontario Student Assistance Program continues campaign
The Ontario Student Assistance Program has released a follow-up phase to a recent campaign intended to inform residents of the province about changes to the program. The new phase is aimed primarily at parents. The campaign, developed by Cossette, consists of a television commercial and online video in 60-, 30- and 15-second versions. The creative depicts parents lending their support to their child through their education, culminating in their first day at college or university. The video ends by directing viewers to a website at <http://ontario.ca/osap> for more information. The program's original campaign, called "Get the monkey off your back," was aimed at students and began in March. The new phase will run until May 21.
"Parents are involved in their child's education throughout the years, and they work really hard to support them both emotionally and financially to get them into the college or university of their choice," said Peter Ignazi, chief creative officer at Cossette. "Now the new OSAP can help them achieve this goal."