A quick brainstorm. A cellphone camera. A student with a story to tell. That unlikely combination has just earned College of the North Atlantic (CNA) a national Silver Leaf Award of Excellence.
The award was announced by the International Association of Business Communicators (IABC) Canada at yesterday’s national conference in Ottawa, celebrating CNA’s innovative
‘College is Scary… CNA is Scary Good’ campaign.
The campaign embraced the common nervousness students often feel when starting post-secondary and transformed it into a message that was honest, reassuring, and uniquely fun. Rather than taking a polished, traditional approach, CNA chose to shine a spotlight on the authentic student voice - a message that resonated strongly with young audiences.
“In our focus groups, students tell us that they want to hear directly from other students,” said Heidi Staeben-Simmons, Associate Vice President, Public Affairs and Advancement. “This campaign gave them that connection. It captured the real energy of what it feels like to begin a new chapter, and it proved how powerful their voices are in shaping the way we communicate as a college. I am incredibly proud to see that recognized on a national stage.”
At the centre of the campaign was then-Digital Content Creation student Chidinma Okafor, who stepped into a Social Media Ambassador role at the perfect moment. She worked closely with Public Relations Specialist, Glenda Tompkins to film unscripted tours, student-life clips, and staff interviews that showcased CNA from a first-person perspective.
The approach delivered exceptional results: sharp increases in short-form video views, watch time, and subscriber growth across multiple platforms - all while helping prospective and new students feel more comfortable and understood.
“This was one of those projects that reminds you why you love what you do,” Tompkins explained. “It was creative, fast-moving, a little bit chaotic at times, and so much fun to build together. To now see it recognized nationally is incredibly rewarding, and I feel very proud of what we accomplished as a team.”
Roger Hulan, Director of Marketing and Brand Strategy, says the recognition reflects the collaboration and creativity of an entire division.
“This was truly a team effort,” said Hulan. “Everyone played a role - from the brainstorming that sparked the concept, to outfitting Chidinma in CNA gear, to filming and appearing in videos, crafting graphics, writing stories, and of course those who volunteered their time to be interviewed. The award is proof of what we can accomplish together when we focus on authentic storytelling.”
The Silver Leaf Award is among the highest national honours presented by IABC Canada and recognizes excellence in strategic communications management.
CNA is continuing to expand student-focused storytelling and ambassador-driven content that reflects its province-wide college community.
For more information, or to check out the latest videos, follow
CNA on Social Media. To learn more about how
College is Scary came to be, visit
CNA Currents.
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Media Contact
Ryan Crocker
Manager of Communications
P: (709) 699-8981
E:
ryan.crocker@cna.nl.ca