FueledByKindness
social media strategy | art direction | media relations
A multi-channel campaign crossing traditional and new media.
#FueledbyKindness was a coordinated effort to tell the story of the Calgary Drop-In Centre’s transition to being a housing-focused organization from an emergency shelter and to win back public trust.
Make it stand out.
Collaborating with internal and external stakeholders, I led the creation of the #FueledByKindness campaign video which formally announced the organization’s rebrand. The popular Canadian band, Reuben and the Dark, graciously provided their popular song “Heart in Two” to be the backdrop of our video.
Over the holiday giving season, I created a new brand guideline for the Calgary Drop-In Centre's social media platforms. Corresponding with the new brand guidelines, I reached out to clients and internal teams to create several stories to highlight the organization’s housing-focused model.
The integrated approach covered media buys, performance marketing, media relations, donor communication (email marketing and direct mail), and stakeholder relations and resulted in more than $800,000 being raised for the organization over a few weeks.
Additional credits:
Kala Ortwein, Dane Thibeault and Briana Goucher