Helping Canadians #UnplugToConnect

November 19, 2018

by Janis McCulloch

For FH4Inclusion, members of our FleishmanHillard HighRoad (FHR) Toronto office provided strategic campaign ideas and top-tier media relations for Boys and Girls Clubs of Canada. The two core members of the team both grew up in very rural Canada and saw firsthand the incredible impact that Boys and Girls Clubs of Canada had on their community when they were younger, so it was natural to work with Boys and Girls Clubs of Canada to develop a public awareness campaign. As Canada’s largest child- and youth-serving organization, Boys and Girls Clubs provide vital programs and services to over 200,000 young people in 700 communities across Canada.

Recognizing their lack of brand recognition in a crowded non-profit space, FHR and the Boys and Girls Clubs of Canada worked to determine what topic they could speak to for a national public awareness campaign not only to raise awareness of an important issue, but also to highlight the positive impact that Boys and Girls Clubs of Canada has on the lives in many Canadian youth.

Working closely with key Boys and Girls Clubs from across Canada, the FHR team developed the strategy and narrative behind Unplug To Connect – an initiative that encouraged Canadians to unplug from their devices for at least an hour on June 1, 2018. The campaign was a huge success as friends, family, coworkers, and peers disconnected and engaged in some good old fashioned fun and games with loved ones. The campaign was also featured in key media across the country, including Canada’s number one newspaper, the Toronto Star.