Engage and Change

The Challenge

Leading up to one of two annual events aiming to alleviate homelessness in the Greater Toronto Area, Engage and Change wanted to educate the community on the dangers of homelessness, encourage donations, and generate robust day-of interest in Project Winter Survival. They tapped Spark Growth to lead content generation and drive measurable results. On January 27th, 2016, volunteers came together to pack, box, and deliver 3,000 survival kits to over 150 homeless agencies in Toronto.

The Action

  • Created content and managed posting across Engage and Change Facebook, Twitter and Instagram accounts
  • Created easily-shareable, thought-provoking custom graphics for social and email to raise awareness
  • Promoted content with paid advertising to reach a large audience
  • Executed live-posting across channels on event day

The Results

#ProjectWinterSurvival trended #1 in Canada for 4 hours despite occurring at the same time as the presidential inauguration and Women’s March in Washington.

Spark Growth PRNEWS Nonprofit Social Media Award Winner badge
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13.15 million total hashtag impressions

Paid Social icon, a Spark Growth service

573% increase in organic reach on Facebook

Influencer Marketing & Engagement icon, a Spark Growth service

794% increase in organic engagements on Facebook


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