How Do Canadians Feel About Advertising?
Discover insights from Ad Standards and Numerator’s 2024 survey on The State of Advertising Perceptions & Attitudes.
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Ad Standards 2024-25 Scholarship Recipients
Zachary Roy
Zachary is a bachelor's student in public communications at Université Laval, with a concentration in social advertising. Originally from Saint-Georges-de-Beauce, he moved to Quebec City over four years ago to pursue his studies.
Fascinated by advertising as a tool for change, Zachary holds the position of Marketing Project Manager for Défilé CML, a charity event whose proceeds are being donated this year to La Maison des Femmes de Québec (Quebec City Women’s Shelter). In this role, he applies his skills in advertising strategy to community causes.
On the academic front, he was awarded the Gérard-Leclerc bursary for a team research project in public relations. Driven by a keen interest in advertising as a lever for awareness-raising and social change, he plans to pursue a master's degree in public communications. Passionate about social awareness and public health issues, he aims to contribute to high-impact campaigns, particularly in the area of mental health prevention.
Off campus, Zachary is in charge of communications for Amistad Printemps, a project of CASIRA (The International Solidarity Friendship Center of the Appalachian Region). This June, he'll be heading off to Senegal as part of an international cooperation initiative to build a school in Mbour. He is also actively involved in his workplace, where he develops advertising campaigns for social initiatives, such as a coat drive to help disadvantaged people in his community.
Zachary is particularly interested in how advertising can play a positive role in society, and aspires to design high-impact communications campaigns, especially in the area of social awareness.
Helenna Swift
Helenna is entering her fifth year, pursuing a Bachelor of Commerce at the University of British Columbia’s (UBC) Sauder School of Business, specializing in Marketing with a minor in Law & Society. She is passionate about using marketing as a tool for social change, with a focus on supporting underrepresented and marginalized communities through student engagement, women’s empowerment, and 2SLGBTQQIA+ advocacy.
Since March 2024, she has been involved with Front Row Ventures, a student-led venture capital firm that educates and invests in students within the tech ecosystem. At UBC, she previously served as Associate Vice-President of Marketing & Communications for the Commerce Undergraduate Society and Vice-President of Events for the Society's Pride Division.
Beyond campus, Helenna brings diverse experience in community engagement, health and wellness, animal welfare, youth services, and hospitality. She is especially drawn to mission-driven roles that blend creativity, strategy, and impact. This summer, she will be joining WORTH Association, a BC-based non-profit empowering women in recreation, tourism, and hospitality.