“Who I Really Am!” Addressing and combating the discrimination that Black youth face within the Canadian workforce

BY PAUL JUNOR

For ten years, the Careers Education Empowerment (CEE) Centre for Young Black Professionals has been at the forefront of providing free career skills training and support for Black youth as a non-profit charity. They are dedicated to addressing the economic and social barriers that affect Black youth ages 14 and over who are not in employment, education, or training. CEE’s programming specifically helps Black youth build careers in meaningful industries where Canada most needs talented professionals: film and entertainment to tech, finance, trades, and hospitality.

In an email communication from Tuesday, August 15^th, 2023, Agapi Gessesse, Executive Director of CEE describes a creative and innovative marketing campaign called, “Who I Really Am.” The purpose of this campaign is to address and combat the discrimination that Black youth face within the Canadian workforce. For the past two years, CEE has partnered with Publicis Groupe Canada in a pro-bono initiative to launch this revolutionary and inspirational “Who I Really Am” campaign.

I interviewed Agapi on Tuesday, August 22^nd, and she shared with me details about CEE’s first-ever major marketing campaign. She is particularly proud of the partnerships that CEE has developed over the years. The holistic three-pronged approach of CEE which is: trauma-informed, person-centered and culturally relevant has seen over 1,000 Black youth graduate with a 96% program retention rate. She told me that she is excited about the campaign as it is an opportunity to reclaim the hoodie, and to take the negative connotation of how it is perceived and change the image and mindset by focusing on the Black brilliance behind each hoodie. The hoodie is a living canvas that showcases Black excellence. There has been positive feedback to these images which will be up for the next six weeks.

Agapi is proud of all the Black youth that have gone through the programs that CEE offers. She is still in touch with many of the alumni. Jason Blackwood founded Grandslamners, an apparel brand and produced the hoodies featured in the campaign. Groupe’s media partners, such as: Branded Cities, Pattison, Outgrowth, Vertical Impression, Allvision and Astral contributed towards more than $500 000 that went towards prominent sites that are in the downtown core as well as: highway billboards, transit shelters and TTC stations.

She notes further, “It’s time to confront and challenge the damaging and employment stereotypes that persist. I am proud to witness the remarkable Black brilliance that shines brightly within our students, alumni, and community each and every day. CEE has always believed in the potential of Black youth – we know they can achieve greatness through a valued partnership with Publicis Group Canada, we are showcasing to the entire nation the authentic essence of who we truly are.”

The highlight of this campaign is the showcasing of nine CEE alumni, each wearing a custom-designed “Who I Really Am” hoodie. Each hoodie profiles their unique histories, pursuits, accomplishments and positive work. Their images will be seen in Yonge Dundas Square, Union Station, and at prominent and iconic corporate towers in the downtown Toronto core.

Scott Pinkey, Senior Vice-President and Executive Director at Publicis Hawkeye states, “When CEE approached us, we wanted to give them more than just a campaign, we wanted to provide them with a launchpad that included a strategic creative territory from which every future campaign could unfold. This would not just reposition them by focusing on their past achievements, it will shine a light on their ongoing commitment to help Black youth thrive.”

Anyone interested in learning about the “Who I Really Am” campaign can check their website: www.BlackYouthCam.ca