Industry: Community Outreach

Overview

From June 25-27, 2014, in conjunction with WorldPride 2014 Toronto, the Mark S. Bonham Centre for Sexual Diversity Studies hosted the WorldPride Human Rights Conference which welcomed hundreds of LGBTI leaders, activists, artists, educators, journalists, policymakers, and students from around the world. Pennant Media Group Ltd. was hired to promote the conference’s purpose of providing a unique opportunity for a global dialogue about LGBTI human rights, ranging from performances to presentations, politics to policies, and activists to academics.

PMGs Approach

With the world stage coming to Toronto during the 2014 WorldPride, PMG used this opportunity to promote the WorldPride Human Rights Conference as an important and essential component that allows not only the city of Toronto to educate themselves on LGBTI issues all across the globe, but as a way to promote the Mark S. Bonham Centre for Sexual Diversity Studies as a platform for free speech to openly discuss these important topics. With hundreds of speakers speaking on a variety of LGBTI subject matters in relation to the situations in their own countries, PMG highlighted each one to be featured and interviewed by a slew of different media outlets. We also put the spotlight on the co-chairs of the conference emphasizing their important roles in putting the event together. Leading up to the conference itself, PMG also handled all media accreditations and all on-site media requests.

Results

As a result, PMG attained numerous media hits in the country’s biggest news media outlets including a two page spread in the Globe and Mail, Canada AM, CBC News The National, SiriusXM Canada Radio, the Toronto Star, ProudFM, NOW Magazine, the Huffington Post Canada, CTV News Toronto, DailyXtra, and the Grid Newspaper, just to name a few. We were also able to secure features and interviews from international media who were present in Toronto for WorldPride. Additionally, Ugandan activist, Richard Lusimbo’s interview with CanadaAM talking about the current situation of the LGBTI community in Uganda went viral resulting in over millions of impressions.

V-day is a global movement that aims to end violence against women and raises money for anti-violence organizations.

This annual one day event raises money for an Etobicoke youth homeless shelter called youth without shelter.

The Learning Annex is America’s leading producer in adult education since 1980 providing adult education, continuing education, seminars and speakers throughout the world.

Overview

Stand Up To Cancer, a charitable program of Entertainment Industry Foundation, raises vital and significant funds for various forms of cancer research with its year round initiatives. Notably, every three years Stand Up To Cancer hosts a telethon, aired simultaneously on numerous networks in the United States and around the world.

In 2014, Stand Up To Cancer created its Canadian branch, Stand Up To Cancer Canada, with all funds raised benefiting cancer research within Canadian organizations. For the first time ever, Canada’s English networks City, CBC, CTV, and Global simultaneously aired the September 5th telecast with a live viewing party in downtown Toronto during the Toronto International Film Festival.

PMG’s Approach

Throughout the campaign PMG publicized various aspects of the project including executing the initial introduction during a press conference that took place at the MaRS Centre hosted by celebrity ambassadors Jesse Tyler Ferguson, Kyle MacLachlan and Dan Aykroyd. We also publicized all talent announcements, the special lighting of landmarks across North America, the essential funds that were raised, and more, while ensuring that the core message of Stand Up To Cancer was on point. PMG liaised between Stand Up To Cancer Canada and the broadcaster networks, securing a number of media hits throughout the entirety of the campaign. In addition, we reached out and coordinated with strategically target media outlets in order to help promote the cause all throughout the country. At the live telecast viewing party, PMG handled all media requests, red carpet interviews, on site logistics, talent handling, and live social media postings.

Results

Through the Stand Up To Cancer Canada publicity campaign, PMG garnered attention from a variety of media outlets all across North America. During the initial announcement and the weeks leading up to the telecast, PMG secured numerous media hits on the country’s most watched morning shows including Breakfast Television and Canada AM, print and online outlets, as well as assisted in helping them trend on Twitter. Interviews with Stand Up To Cancer spokespeople, donors, doctors and celebrity ambassadors helped relay the message of this important cause to homes all across Canada. As a result, PMG helped garner media and online impressions of over 200 million and Stand Up To Cancer raised over $109 Million.

South African women for women is a non-profit, charitable organization committed to uniting and empowering South African women for the benefit of present and…

Snap! is an annual gala and photography auction with all proceeds benefiting the aids committee of Toronto.

Trivia night and fundraiser in support of mother nature partnership, an organization that provides women and girls in Cameroon with menstrual education and reusable…