In 2022, A&C was retained by Kids Up Front Toronto, a heart-warming charity that distributes tickets to arts, culture and sporting events to deserving youth in the GTA, to heighten awareness and amplify the impact of its core mission.
Kids Up Front
SHARING THE LASTING IMPACT OF LIVE EVENTS
Background
Challenge
Drive awareness of Kids Up Front Toronto to inspire ticket donations from new and existing donors, and get more kids in more seats.
Approach
A&C developed a social awareness campaign titled after the charity’s keystone program, #MoreThanATicket. Given a very limited budget, A&C knew we had to leverage existing agency and Kids Up Front relationships – including major donor partners like MLSE Foundation, Corus Entertainment, Live Nation Entertainment, Jays Care Foundation and Mirvish Productions – to connect with top tier talent who could amplify the campaign by participating in a campaign video and supporting on social media.
Results
We secured participation from six notable figures across entertainment, arts and sports: Bruce Croxon, Kayla Grey, Savannah Re, Jamaal Magloire, Alicia West, and Melony Manikavasagar. Each individual committed their time to sit for the documentary-style video and share their first memorable live event experience and its future impact on them. Following the launch of the video at Kids Up Front Toronto’s 17-year anniversary celebration, we executed a robust social media outreach strategy to drive awareness of the campaign, including amplification by our video subjects, notable Canadians such as Tessa Virtue, as well as partner organizations. To date, our efforts have resulted in over 50 social posts with a reach of over 1 million and counting. Most importantly, ticket donations soared.
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