With worldwide development projects to support, Cuso International partnered with AVcommunications to engage their target—multi-ethnic professionals in Canada. This collaboration resulted in AV developing a campaign that surpassed targets and triggered adaptations for other initiatives.

The Ask

Increase volunteer sign-ups and generate awareness for development projects in Latin America.

The Audience

Spanish-speaking Canadian millennial professionals, 24-39 years old

The AV Answer

We showed them Cuso International’s world of social cause, exciting adventure, and self-discovery, and created a new platform based on a bold statement of a Cuso volunteer: “Be prepared, you will amaze yourself.”
“Amaze Yourself” or “Sorpréndete” in Spanish, was about unlocking potential as one discover new places and meets new people.
The platform had a distinct look and feel. The slogan, accompanied by intriguing headlines, was placed against a backdrop of Cuso volunteers… in action… in the community… in their moment of amazement!
Campaign results showed:
• Number of applicants for Latin America grew 77% over target;
• Successful placement rate also increased by 40%;
• Cuso’s web traffic grew by over 160%;
• and Facebook ads performed 199% over CTR benchmark and Instagram ads were 105% above CTR benchmark too.

The Awards

NAMIC Excellence in Multicultural Marketing Awards logo
NAMIC EMMA 2018
1st Place, Marketing Tactics, Online Ads
1st Place, Marketing Tactics, Print
Summit Creative Award logo
Summit Creative Award 2018
Bronze Winner
Online Campaign