BeSomeoneYYC
social media strategy | copywriting | influencer marketing | media relations
A multi-channel campaign crossing traditional and new media.
#BeSomeoneYYC was a coordinated effort to tell the story of the Calgary Drop-In Centre’s unique position in the community while also dispelling homeless stigma by telling an engaging story through multiple channels.
Over the course of a series of Instagram posts, the viewer witnesses the developing story of Lindsay, a millennial moving in with her high school boyfriend that experiences abusive living conditions.
Lindsay’s family comes to her aid during her time of need, but we pose the question: What about those who have no one? The campaign was additionally supported by animated videos elaborating on Lindsay’s story and highlighting other stories common in The DI’s halls.
Using my previous experience working at a public relations firm, I knew integrating influencer marketing into the campaign would make it more successful.
This was the first time influencer marketing played a pivotal role in any campaign at the decades-old organization.
The campaign raised more than $600,000.
Additional credits:
Sumin Choi, Leetia Lyons, Trudy Tsan and Tyler Hallett