Black youth Can

Lead: Mike Regis
Organization: CEE Centre for Young Black Professionals
Launched: 2023
Agency Partner: Publicis Groupe Canada

As campaign lead, Mike Regis spearheaded the $500,000 Black Youth Can campaign — a bold, national media initiative developed to challenge anti-Black bias, elevate youth voices, and reframe how Black excellence is seen and celebrated. Anchored by the powerful message “Who I Really Am,” the campaign addressed the stigma often placed on Black youth for wearing hoodies, reframing that image to reflect leadership, creativity, and potential.

This was Publicis Groupe Canada’s largest-ever pro bono DEI project, bringing together cross-agency talent from North Strategic, MSL Canada, Notch Video, and more. Under Mike’s direction, the campaign reached over 5 million Canadians, drew 300,000+ video views, and earned coverage in 10+ national media outlets. It also led to a 28% surge in CEE program applications from Black youth within just three months.

Mike Regis' Role

  • Led the creative strategy, production, and community engagement

  • Managed a $500K campaign execution across print, digital, video, and social platforms

  • Oversaw agency-client collaboration and narrative alignment

  • Worked directly with youth contributors to ensure authentic storytelling

  • Acted as the public-facing lead and internal project manager

Key Campaign Components

  • Campaign Video:
    “Black Youth Can 2023 - Who I Really Am”
    Watch on YouTube

  • NOW Toronto Feature:
    “Reclaim the hoodie”
    Read article

  • North Strategic Overview:
    Campaign case study
    Read more

  • HR Reporter Article:
    Promoting success of Black youth
    View article

  • Strategy Online Insight:
    Connecting Black youth to professional dreams
    Explore here

  • D&AD Awards 2024:
    Shortlisted in Integrated and Applied Print Graphics categories
    View entry

Results & Impact

PROMOTION

View the VIBE – Director Mike Regis Tackles Racism Micro Aggression In Short Film
An article discussing how Promotion addresses social issues surrounding racism and microaggressions.
🔗 Read the articleviewthevibe.com

The Onside – Black Art Matters: Filmmaker Mike Regis to make debut in the CBC Short Film Face Off competition
This piece highlights Mike Regis's participation in CBC's Short Film Face Off with Promotion.
🔗 Read the article

Toronto Metropolitan University – On-set with filmmaker Mike Regis
An in-depth look at Mike Regis's journey, his time at Toronto Metropolitan University, and the making of Promotion.
🔗 Read the article

RDVCanada – Mike Regis Profile
A professional profile detailing Mike Regis's work, including Promotion, and his contributions to Canadian audiovisual media.
🔗 View the profiletorontomu.ca+3rdvcanada.ca+3torontoguardian.com+3

Beyond Culture – Toronto Filmmaker Mike Regis on the State of the Industry
An interview exploring Mike Regis's perspectives on the film industry and his projects, including Promotion.
🔗 Read the interview

CBC Short Film Face Off – Meet Mike Regis, the director of “Promotion”
A feature introducing Mike Regis and his film Promotion as part of CBC's Short Film Face Off competition.
🔗 Watch the feature

If you're interested in watching Promotion, it's available on CBC Gem. Let me know if you need assistance accessing it or have any other questions!

Toronto’s CEE Centre for Young Black Professionals addressed Canada’s hiring bias problem by raising awareness through its “Who I Really Am” campaign. The initiative, created by Publicis, aimed to combat stereotypes by showcasing the achievements and capabilities of Black youth through customized hoodies emblazoned with
real CEE alumni’s accomplishments.

The campaign launched on BlackYouthCan.ca with a hero video and profiles of nine featured alumni, highlighting their skills and experiences. Social media eff orts targeted employers, emphasizing the discrimination faced by Black youth and their readiness for workplace challenges. Contextual out-of-home executions were strategically placed, and partnerships with influential Black Toronto figures amplified the message.

The impact was significant, including a 760% increase in site visitors to CEE during the campaign. Social media engagement soared, with a 400% increase in TikTok video views and an 88% increase in LinkedIn page views. Program queries surged by over 13,000, creating a waiting list for the first time. The campaign garnered 170 million out-of-home impressions and 17 million earned media impressions, including coverage
by major news outlets.

Between August 23 and November 3, 2021, the campaign secured seven pieces of media coverage across a variety of platforms, reaching a combined audience of 1,017,284. Coverage included top-tier national websites like torontoguardian.com (168,703 reach), holrmagazine.com (150,000), and viewthevibe.com (34,081), as well as regional outlets such as the Humbleberry Blog (Toronto-based) and CBC Radio One’s Fresh Air, which alone reached approximately 650,000 listeners across Ontario. Each piece included brand mentions and key campaign messaging, maintaining a 100% positive tone throughout. Media formats ranged from digital articles to a radio segment available in mp3 format, all of which featured clear calls to action, ensuring maximum engagement and alignment with campaign goals.