Girl Guides of Canada: Mighty Minds Make Mighty Girls
Corporate Social Responsibility Media Relations
Almost 1 in 5 young people in Canada struggle with mental health.
Girl Guides of Canada takes this issue very seriously and partnered with Psychology Foundation of Canada and Kids Help Phone to develop Mighty Minds – the first-ever mental health program in Canada specifically focused on girls.
The challenge
Nurturing Mightier Minds
Successfully launch and create public awareness of the Mighty Minds program
Establish a powerful connection between Guiding, positive mental health, and the development of girls and young women
Generate authentic, meaningful earned media coverage, and broad public participation in the Mighty Minds Launch Event, "Shine a Light on Mental Health," held at Toronto City Hall
Establish a powerful connection between Guiding, positive mental health, and the development of girls and young women
Generate authentic, meaningful earned media coverage, and broad public participation in the Mighty Minds Launch Event, "Shine a Light on Mental Health," held at Toronto City Hall
The solution
A Coast-to-Coast, Education-Focused Campaign
Canada’s #1 Public Relations Agency, Strategic Objectives, created a highly credible campaign focused on the issue of mental health of young people, specifically among girls and young women. We included powerful stats to demonstrate the need for mental health education programs for girls in Canada.
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Girl Guides ambassador, Cheryl Pounder, two-time Canadian Olympic Women’s Hockey Gold Medalist, was our spokesperson, generating tremendous media coverage and engagement
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Our Mighty Minds media tour with Cheryl Pounder and Girl Guides of Canada CEO, Jill Zelmanovits, introduced the program and invited Torontonians to the candle-lighting event, “Shine a Light on Mental Health”
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Reaching communities across Canada was essential to local chapters. We scheduled media interviews with local Girl Guides representatives from coast-to-coast and negotiated feature stories in more than 75 print and online publications in priority communities
The award-winning Mighty Minds Launch garnered unprecedented media and consumer attention for Girl Guides of Canada’s innovative mental health initiative, earning several communications awards and praise from Prime Minister Justin Trudeau, Canadian Olympian Clara Hughes, and Tier A Toronto television stations.
The award-winning Mighty Minds Launch garnered unprecedented media and consumer attention for Girl Guides of Canada’s innovative mental health initiative, earning several communications awards and praise from Prime Minister Justin Trudeau, Canadian Olympian Clara Hughes, and Tier A Toronto television stations.
The results
The Result
- 39 Million Impressions
- 21% higher web traffic
- 500+ event attendees
Results
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