Gist
A campaign in which Vancouverites are invited to define "learning" in their own terms. That is, what learning means to them; how and why it is important; what it can look like, feel like, etc.
(The VLC is about building community around lifelong learning. We want to ensure our view of learning resonates with yours.)
Audience:
The primary audience for the campaign is Vancouverites - broadly defined as people residing and/or working in Vancouver. Everyone is included:
- Residents
- People Working in Vancouver
- Persons with Disabilities
- Seniors
- Family, Youth and Young Adults
- Aboriginal and Ethnic Communities
- Agencies for Arts and Culture Sports & Recreation Enthusiasts
- Industry, Business and Labour
- Neighbourhood and Community Services
- Religious/Spiritual Organizations
- Education and Training Providers
- Government - Local, Provincial and Federal
Purpose
The campaign is intended to engage Vancouverites in their Vancouver Learning City by involving them in shaping and "owning" it. Directly or indirectly, the campaign intends to:
- Generate/capture some fresh ideas about learning
- Identify areas of activity for which there is interest
- Get the word out about the VLC
- Complement and round out the VLC Logo Design Contest
- Recruit new Celebrate Learning! Partners
- Encourage people to visit and return to the VLC Website
- Gather VLC Member Profiles
- Secure media interest and coverage
- Identify points-of-departure for online forums, opinion polls, feature columns, and special events.
- Facilitate broad-based networking
- Build momentum and activity around lifelong learning in Vancouver
Recap of the Campaign Host:
The Vancouver Learning City engages people who live and/or work in the city in a rich environment of learning opportunities in the broadest sense possible. It is building a culture of learning throughout the city, where people´s desire to learn and grow are promoted, valued, and made simpler to achieve - whether for personal fulfillment, the development of family or community, or to achieve work-related goals.
For more information, please go to http://vancouverlearningcity.ca
Campaign "Frame"
The Vancouver Learning City seeks to celebrates the joy, rewards, and diversity of learning in Vancouver and, to that end, wants to better understand what learning means to all of us. Ideally, the compaign is about optimism and opportunity within a community that celebrates curiosity and learning.
The campaign transcends limited pre-conceived notions of learning.
- Not only academic or work-related learning but also curiosity and/or skills development in sports, recreation, arts, culture, hobbies, health, environment, civic affairs - anything that furthers a personal interest, strengthens families, involves community participation, etc.
- Not only involving traditional institutional or classroom learning but also online learning and distance education, on-the-job training, community centre programming, individual study, mentoring arrangements, apprenticeships, etc.
- Not only about certain groups in society; that is, it should include all people (be they Canadian-born, immigrants, First Nations, or New Canadians) in all stages of life (infancy and early childhood, childhood and youth, youth-at-risk, young adults, adults, seniors, etc.) and in all neighbourhoods of the city.
Campaign Activities:
The campaign invites expression in all forms:
- Say it in Words: essays, poems, definitions
- Say it with Images: photos, illustrations, graphics, crafts, fingerpainting, etc.
- Say it with Music: jingles, songs, scores, lyrics, etc.
- Say it with Numbers: recent and compelling data and research around learning (eg. opinion polls, CLI, EDI, Statistics Canada, etc.)
Timeframe:
The campaign runs from April 1, 2009 through June 22, 2009. (However, well always continue to be open to the opinions and suggestions of Vancouverites with respect to lifelong learning after that.)
Campaign Incentives:
TBD based on interest, but might include:
- Media recognition - opportunities for interviews and other promotional opportunities to convey their experience of, perspective on, and aspirations for learning
- In-School Essay Contest Recognition
- In-Kind gift draws (choice of tuition, software, memberships, resources, etc.)
For More Information
Contact:
Stacey Huget, Project Director, Vancouver Learning City
604.696.9527
stacey@huget.ca