CESBA
Amplifying careers in healthcare
Challenge
The Ontario Association of Adult and Continuing Education School Board Administrators (CESBA), representing adult and continuing education staff across 60+ Ontario school boards, partnered with Intent to boost awareness of Personal Support Worker (PSW) careers among youth. The goal was to support PSW students, graduates, and long-term care (LTC) homes by promoting healthcare careers through engaging, youth-focused resources.
Insights
We developed a bold, relatable campaign centered on the message: “Not sure about the future? Healthcare is always in demand.” To pair with this compelling message, Intent created a clean and vibrant creative approach, designed to appeal to high school students looking for a non-traditional educational pathway.
The tactics we produced included:
- Pull-up banners, brochures, and branded merchandise to be used at tradeshows, education fairs, and more
- A promotional video to be promoted on CESBA’s website and in-person demonstrations
- Strategic messaging that emphasized job security, growth, and purpose
Impact
- Reached 235 Specialist High Skills Major (SHSM) programs across Ontario
- Improved awareness and perception of PSW careers
- Helped destigmatize gerontology and LTC work
- Strengthened CESBA’s leadership in youth healthcare engagement
“We truly appreciated the creativity and effort that went into developing our new school board PSW program video. It was a pleasure working with Intent over the two days—they made all of us look great! Despite the tight timeline and numerous deliverables, Intent managed everything, keeping us organized and on track. Thank you so much!”
