Service Civique
Position Service Civique as the leading citizen engagement initiative in France
People
Public Sector
#TargetedMarketingStrategy #Creativity #Influence #SocialMediaStrategy
↳ Context
After 15 years of success, the Service Civique is facing a real glass ceiling. To continue attracting a diverse and demanding youth, the Service Civique Agency, a public-interest group established in 2010, now needs to tackle three major challenges: understanding its offering, winning the preference of young people, and boosting its reputation among a generation searching for meaning.
↳ Challenge
Breathing new life into the Service Civique by engaging 150,000 volunteers annually in an environment where youth have many options for involvement.
↳ Strategy
Young people are eager to make their journey meaningful but hesitate to take the leap. Our strategy: change the perception of Service Civique by positioning it as a positive, invigorating, and community-driven experience rather than merely an act of devotion. Our idea: make Service Civique inevitable for French youth by crafting a powerful promise that merges personal growth with societal impact. This ambition unfolds through a national campaign resonating with Gen Z's codes and aspirations, delivering the promise of a unique experience that transforms everything, both personally and socially.
↳ Rollout
Execution and production of a nationwide multimedia campaign (television, signage, radio, digital, etc.)
Writing/preparing content for social media: LinkedIn, Instagram, TikTok, Twitter, YouTube, Twitch.
Media training sessions for ASC governance.
Drafting a new editorial strategy.
Supporting the presidency during interviews (both beforehand and during).
Developing communication plans for specific initiatives: publishing a barometer on the state of youth in partnership with Le Monde, organizing a special event connected to the Olympic Games, etc.
"Working with Insign has had a positive impact on the ASC and its ecosystem. Our team members have been united by a common story. 'In Civic Service mode,' our new global theme for Civic Service has been quickly embraced by everyone involved, including the youth, host organizations, partners, and our internal staff. Host organizations are now more eager than ever for tools to enhance the value of the missions they offer, demonstrating the effectiveness and impact of our strategy. Exciting projects lie ahead with our partners as we all move towards Civic Service mode together."
Mathilde Castres,
Director of Communications and Partnerships at the Civil Service Agency
