Introduction
In May 2024, Tel-jeunes received significant funding to meet young people aged 12 to 17 across Quebec, with the goal of extending the organization’s impact beyond the web and social media. Tel-jeunes entrusted Franchir with the mandate to design and execute an event-based tour to connect with teens where they are.
In October 2024, Tel-jeunes launched the Tournée Tj. For an entire month, a team of facilitators travelled to 18 cities aboard the Tj trailer, creating spaces for dialogue through fun, interactive activities. This unprecedented tour significantly increased Tel-jeunes’ visibility and encouraged more teens to use its support services. With a generation growing up in a digital world and fragmented communication habits, it was essential to humanize the organization and strengthen trust by meeting youth in person, in their everyday lives.
Objectives
- Create a strong emotional connection between Tel-jeunes and its audience by building trust and proximity with young people
- Increase awareness of the organization and position it as the go-to expert for youth aged 12 to 17 seeking help — free and accessible throughout Quebec
- Convey that all problems, big or small, are valid and that Tel-jeunes is always there
- Encourage teens aged 12 to 17 to engage with Tel-jeunes — both during the tour and when using its services
Gameplan / Strategy
A strong terrain deployment:
- Collaboration with youth centers to organize local events and facilitate access to teens
- An iconic trailer serving as a mobile meeting point
- Distribution of exclusive Tel-jeunes merchandise to strengthen engagement
A public relations and awareness strategy:
- Proactive outreach to regional and national media
- Presence of ambassadors on the ground to boost credibility and visibility
- A Tel-jeunes spokesperson available throughout the tour
- Involvement of 5 popular Quebec influencers well-known among teens
- Creation of engaging content (videos, stories, and direct interactions with participants)
A digital push on social media:
- Posts and Stories on Instagram, TikTok, and Facebook throughout the tour
- Targeted ads to maximize visibility and drive subscriptions
Results
On-the-Ground Activation
- 20 stops across 18 cities in Quebec
- Nearly 5,000 km travelled
- Over 150 youth workers and facilitators from various youth centers across the province contributed to the tour’s success
- Hundreds of challenges, games, and meaningful conversations with youth aged 12 to 17
- Over 600 items and gifts distributed
- Several hundred snacks served
Ambassador Performance on Social Media
- 23,118 engagements generated by the ambassador program
- Average engagement rate of 8.74%, well above industry standards
- Top-performing ambassador: Claudie Mercier with a 14.67% engagement rate
- 2,812,262 impressions on Tel-jeunes’ platforms
- 12,201 clicks to the Tel-jeunes website
Digital Advertising Performance
- 2,366,953 impressions through Instagram and TikTok ad campaigns
- Average CPC: $0.22 — an excellent result in digital marketing
Highlights
- 1 trailer
- 2 facilitators
- 600 youth reached across 20 stops throughout the province
- 11,094,764 total impressions in the public sphere
- 24,526 total social media engagements
- Strong regional impact: Stops in remote areas were met with high appreciation.
- Successful connection with youth: The trailer and interactive activities greatly encouraged engagement and conversation.
- A vibrant brand image: The colorful visual identity and Tel-jeunes merchandise were widely appreciated.
Credits
Client | Tel-jeunes – Julie Nonnon, Charlotte Cagnet
Experiential event and public relations | Franchir
Video Production | Alkalime Studios
