The Institute of Chartered Accountants of Ontario has launched GuideToRulingTheWorld.ca to promote the CA profession to high school and university students across the province.
The site, developed by Ogilvy & Mather in partnership with the ICA Ontario’s communications team, strives to dispel any stereotypes about the profession and includes profiles of CAs working in public accounting technology, finance, sports and entertainment sectors, event listings, as well as university Accounting Clubs information.
The website and other creative—the handbook A Practical Guide to Ruling the World, for example—show that chartered accountants can take on leadership positions, said Jon French, associate director, career information at the ICA Ontario.
The training involved in getting a CA designation “prepares individuals to excel in any field, in any industry in any sector of the economy,” he said.
“As the most highly trained and skilled business professionals, chartered accountants already have achieved pre-eminence in Ontario’s workplaces,” added Mona Ghiami, director of career information for ICA Ontario, in a release. “Sure it’s a cheeky message, but students have asked us what sets the CA designation apart from other professional designations and we replied, it’s your sure ticket to success.”
Transit shelter, back lit and campus ads with the copy “By the age of 21, Alexander the Great had conquered half the Ancient World. So obviously, you need to start planning. Now,” drive people to the site.
The career handbook will be distributed at various high school and university campuses across the province. The guide contains a list of CA school-based events, the steps involved in becoming a chartered accountant, and which universities offer the required programs.
The campaign launched last week and will run throughout the school year. Wills and Co. handled the media buy.
