Canadian Red Cross Marks Anniversary of Alberta Wildfires
ProofJuly 12, 2017
TORONTO, ON – July 12, 2017 – One year after devastating fires in the Regional Municipality of Wood Buffalo forced tens of thousands of families to flee their homes, Toronto-based Agnostic, Proof Strategies’ digital and creative arm, worked with the Canadian Red Cross to launch an online campaign that thanked young Canadians for their tremendous support.
“We’re Still Here” was developed to remind Canadians that on the ground efforts to recover from the fires will continue in the months and years ahead. Anchored in video and social content, the campaign brought relief efforts in the Fort McMurray area to life and showcased dollars at work in the form of housing assistance, financial aid and volunteer hours. The video was followed by a series of 360° images that showcased the devastation, but also the progress of the recovery efforts underway in the region.
“Daily information overload has us all constantly distracted from the things and events that we deem most important in our lives, and competition for screen-time attention and thumb-stopping power is no different,“ says Steve Acken, Senior Vice President of Agnostic. “This poses a real issue for disaster relief organizations, like the Canadian Red Cross, where awareness and support from the media and public are critical.”
The campaign resulted in more than three million impressions, reaching more than two million young Canadians, driving thousands of social interactions and hundreds of newsletter sign-ups from young Canadians wanting to learn more and follow the community rebuilding efforts in Fort McMurray.
“The Alberta fires may no longer be a trending topic, but this disaster’s lasting and far-reaching impact is still a reality for those living in the Fort McMurray area,” says Sara Falconer, Director, Digital Communications, Canadian Red Cross. “We saw an opportunity to strengthen our emotional connection with Canada’s youth, thank them for their tremendous support, and remind them that their donations and contributions continue to have a lasting impact. Agnostic was able to bring this sentiment to life for us.”
To learn more about the Canadian Red Cross, visit RedCross.ca.
To learn more about Agnostic, visit ThinkAgnostic.com.
About Proof Strategies
With 250 awards for client work and industry leadership, over 130 staff in Canada and the United States and annual fee income of more than $17 million, independently-owned Proof Strategies offers integrated communications solutions that build trust and engage audiences. As a brand steward to some of North America’s most respected and well-known companies, the firm’s strategic approach is guided by data-driven research, deep subject expertise and smart creative. Known for their annual CanTrust Index, named IABC/Toronto’s Large Agency of the Year in both 2014 and 2015, ranking #6 on the Great Place to Work® 2016 list of Canada’s Best Workplaces for Women, and #13 overall, Proof Strategies has offices in Toronto, Montréal, Ottawa and Washington, DC. A corporate leader in the age of climate change, the agency has been carbon neutral since 2008. Proof Strategies collaborates with independently-owned WE Agency (formerly Waggener Edstrom), reaching more than 100 additional international markets.