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Vancity is Canada’s largest and most ethically minded credit union. When they realized that more members were dying than signing up for new accounts they, in partnership with Wise Buddha, contracted Cowie and Fox to develop a campaign that would attract youth to sign up for new accounts. Our studies showed that the youth demographic didn’t feel as though financial institutions listened to their changing needs. We developed “Not for the Majority” campaign that spoke to the target market in a way that they related to it. Edgy print advertising, flyers, posters, POP , banners, cool photography and an interactive web site were all a apart deliverables. The goal was a thousand new memberships in a three week period. Street teams at the local universities and collages gave out Cowie and Fox created, limited addition art T-Shirts to anyone who signed up for an account. They were then entered in a draw to win a cruiser bike. In the first two days of the campaign they had over a thousand youth sign up for an account and Cowie and Fox had to quickly have another large batch of shirts printed up. The campaign all up was considered a huge success.