The YWCA Toronto is dedicated to improving the lives of women and girls through programs that promote equality, economic security and lives free from violence by-way-of transformative services in the areas of housing options and shelters, leadership programs for girls, employment assistance and training, and supports for women and children escaping violence.
The aim of this campaign was to engage new and existing supporters to raise funds and to position the YWCA Toronto as the leader in addressing gender inequity. Through social media marketing, an email series, print, transit, and out-of-home, this campaign put a stake in the ground for YWCA Toronto and has begun to establish them as the organization supporting marginalized women and girls in overcoming gender inequity. This platform not only declares what the YWCA Toronto does for women and girls and what their efforts transform them into, it’s also a rallying cry – an invitation to the public to do the same, to Champion Women.
We launched social media ads on Giving Tuesday.
Followed up by social media ads throughout the month of December to continue fundraising.
A TTC subway door surround and other transit and underground posters were also part of the campaign.
All ads led to a landing page on their website to capture donations.
A closer look at the landing page and the fantastic copy by my copywriter Jane Ayer.
An email series was sent to donors and supporters and included branded headers.
Take a walk outside the YWCA Toronto offices at Elm and Elizabeth St. and look up!
Credits:
Grassriots Inc.
Deborah Caprara, Creative Director
Jen Wilson Canham, Copywriter
Jane Ayer, Copywriter
Elyssa Schmid, Art Director, Graphic Designer
Mark Ridout, Photo Retoucher
Photography, RF Getty Images
