The Ukrainian Canadian Congress (UCC) represents the Ukrainian community in Canada by bringing together all the national, provincial and local organizations under one umbrella. The Congress leads, coordinates and represents the interests of the Ukrainian community, shaping Canada’s social, economic and political landscape.
With the financial support of the Government of Canada’s ‘Canada 150’ Fund, the UCC embarked on a campaign to celebrate the strength of Canada’s diversity. It engaged its member organizations across the country to organize youth‐led Canada 150 celebratory events. Accurate Creative was hired to develop strategies and techniques that would help summer staff roll out a successful campaign.
Accurate developed the overall campaign strategy and executed on all the deliverables. UCC had pre‐determined they would hire five ‘animators’ (ambassadors for five regions) that would be tasked with going out and engaging both Ukrainian and youth from other communities (Indigenous, refugee, other ethnic groups and minorities) to get them together in activities that emphasize their mutual identity as Canadians.
Our strategy hinged largely on a social media plan. We developed the theme ‘Youth Engaging Youth’ as a clear definition of the program’s goals. Our methodology centred around creating tools and tactics within the strategy that would be a natural fit for the youth animators and their youth audience. We developed a set of guidelines that would ensure each animator followed through so UCC would meet all it’s mandatory targets set out by Heritage Canada.
Tool‐kit developed as a how‐to field resource for the Youth Animators
Scope of services provided
- Social Media Strategy—one that could be scaled up to an overall strategy for UCC beyond the 150 campaign
- Campaign theme/tagline development (Youth Engaging Youth)
- Website Design & Development
- Campaign Branding
- Writing services for the Event Kit Guide
- Design of communications products (roll‐ups, social media profiles, Event Kit Guide)
- Social Media advice/training for the 6 animators
- WordPress Training to a large group of participants
Accurate Creative’s Richard Spencer conducting on‐site website training for the Animators charged with creating content for UC.150.ca
Youth of all ethnicities from coast‐to‐coast.
A bold brand was developed that created a connection between traditional Ukrainian design and an abstracted Canadian maple leaf. The anchor product is an innovative, social media‐driven website. Each of the animators were trained by Accurate to manage the website and to document events and publish photos/videos/blog entries. Much of the website’s content streams in from the animator’s social media accounts. Using their UCC Instagram, Facebook and Twitter accounts, each animator’s posts fed directly into the website and represented an excellent engagement mechanism for youth to reach youth. Branded assets such as roll‐up banners and social media profiles were created. An Event Kit Guide was also produced as a resource for animators.
Heritage Canada sets a high benchmark with respect to visibility/return on their funding. The campaign was launched in May 2017 and will run for entire 2017 calendar year. So while we don’t have final metrics (specifically unique web visitors & number of additional social media follows) the client was very pleased with how the project rolled out. An appropriate amount of time was given for the research, planning and strategy development phases, but once they were in place—and we were working from a roadmap with resources and proposed digital products—the execution happened at an impressive speed.