As recreation centres were reopening from pandemic shutdowns, the City of Edmonton needed to fill numerous positions in the aquatics department. The target audience for this recruitment campaign was university and high school students. The messaging needed to communicate how these job openings were the perfect fit for this demographic, especially with their flexible hours, from early mornings, evenings, and weekends. Jobs at Edmonton rec centres could easily fit around academic schedules for students looking for part-time work. The Creative for the campaign uses the familiar imagery of a Google calendar to show various schedules and how the hours of aquatic instructors and lifeguards can fit into 'blocks' of a schedule. The campaign was displayed at rec centres as well as through social media advertising and Google Ads.
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