George Brown College needed to raise awareness of the growing gap between Toronto-area employers and Generation Y with regard to their views on the economy, quality of life in Toronto and the most essential workplace skills required in a knowledge-based economy. APEX helped GBC coordinate the most comprehensive survey ever of the two distinct groups and partner with credible third-party experts to demonstrate the College’s thought leadership, and the critical role it plays in bridging the gap between these demographic groups. The campaign resulted in significant coverage for GBC among Toronto’s most prominent media and positioned the College as being on the forefront of the socioeconomic debate in Toronto.