YWCA Toronto is Canada’s largest multi-service women’s organization dedicated to improving the lives of women and girls. YWCA Toronto helps women escape violence, move out of poverty and access safe, affordable housing, working tenaciously to break down barriers that hold women back from achieving equality. As part of a national and international movement, the YWCA is a turning point in the lives of 25 million women and girls world wide.
Provided strategic planning and coordination for all paid, earned, and owned media at Canada’s largest multi-service women’s organization; produced advocacy and marketing campaigns to advance the mission of the Association; ensured ethical storytelling best-practices.
Led marketing and media relations on two annual Women of Distinction Awards fundraisers with 1200+ attendees annually: secured buy-in from senior leadership; produced all content; successfully pitched to The CBC, The Globe and Mail, The Toronto Star and more; co-ordinated 30+ media interviews; doubled media hits from 9M to 18M.
Strengthened the Association’s suite of marketing collaterals: interviewed staff and participants to create story-based communications materials, including articles, op-eds, annual reports, press releases, brochures, magazines, and web and social media content.
Wrote development communications: created fundraising toolkits and guides, wrote donor-centric content for print, web and social; coordinated with 50+ organizations to promote and raise the profile of Women of Distinction Awards recipients.
Produced digital campaigns to drive engagement: responsible for growing and managing all YWCA Toronto’s social media accounts; co-developed #ActOnHousing advocacy campaign; led #ConsentOnCampus Twitter chat reaching 1M impressions; produced all content for #GivingTuesday campaign.
Women of Distinction Awards
Excerpt from 2017 program. Interviewed and wrote copy for 2017 Women of Distinction Awards content, video, program book (sample above), and researched Women of Distinction recipient biographies. The theme of the 2017 Awards was the YWCA Girls’ Centre, Canada’s only full-time girls-only centre.
Women of Distinction Awards – Girls’ Centre Video:
Worked with production and Philanthropy team to develop tone, narrative, and script, organized on-camera interviews with participants, worked with team to develop final product to be shown as part of the Awards ceremony.
Women of Distinction Awards Media Coverage (sample):
- YWCA honours doctor working to make fertility treatments accessible to all: Dr. Marjorie E. Dixon advises the government on improving fertility treatment access
- How YWCA honouree Connie Walker discovered she wanted to be a journalist: CBC’s Connie Walker is one of 7 women being honoured Thursday as a 2017 ‘Women of Distinction’ by the YWCA
- Let Toronto’s Hibaq Gelle be your International Women’s Day inspiration: The community worker is being honoured by the YWCA as a 2017 ‘Woman of Distinction’
- I used to go to a lot of funerals. Now I go to baby showers: Dr. Cheryl Wagner has been treating AIDS/HIV patients for 30 years to receive a YWCA Toronto Woman of Distinction award; op-ed by Dr. Cheryl Wagner, published in The Toronto Star (print and web edition)
- But of course you get less in retirement. You’re a woman: op-ed by Elizabeth Shilton, published in the The Globe and Mail (print and web edition)
Wrote, pitched and coordinated 60+ media interviews over the course of two years, including for samples shown above. Doubled media hits from 9M to 18M in two years.
Women of Distinction Awards Recap Video:
Turning Points Magazine:
Contributed as part of the Advocacy and Communications team on all aspects of YWCA Toronto’s seasonal news magazine, including research, writing, interviews, and production. Read the Spring 2017 edition of Turning Points (pdf).
Contributed as part of the Advocacy and Communications team to deliver Act On Housing advocacy campaign, including research, writing, infographics, staff engagement, media relations and government engagement. Highlights include working with a YWCA Toronto participant to publish “From Homelessness to Housing Advocate” as well as working with the core team to write and publish Heather McGregor, CEO of YWCA Toronto’s op-ed in The Toronto Star.
Planned, developed, and coordinated all aspects of #ConsentOnCampus, including proposal development, community outreach and engagement, writing, research and delivery to reach 1M impressions over the course of 24 hours. Read the Storify recap of the chat.
2016 Annual Report:
Contributed as part of the Advocacy and Communications team on all aspects of YWCA Toronto’s 2016 Annual Report, including research, writing, interviews, and production. Read the full annual report.