Highlights in Digital Advocacy
1. Activism 2.0 – Interactive Documentary
I directed, produced and wrote an interactive version of my short documentary “Activism 2.0” for Postmedia Network and their digital platforms. The story was distributed across mobile platforms of several newspapers, including the Ottawa Citizen, Montreal Gazette, The Chronicle Herald and Calgary Herald. This project entailed the written story, along with producing video, audio, and photo elements. This was the first of its kind in a special documentary section in these online newspapers.
View Story here: http://bit.ly/Activism2Doc
2. Toronto Tool Library – Crowdfund Campaign
I developed the crowdfund strategy and coordinated the team in a successful campaign that raised over the 30K goal for the Toronto Tool Library’s next endeavor “The Sharing Depot.” I developed the social media graphics, wrote the email appeals, and directed the pitch video, as well as worked with the team in designing the rewards, recruiting volunteers to help us fundraise and more.
Visit the crowdfund page: http://bit.ly/TTLCrowdfund
3. Digital Campaign Email – Greenpeace’s Tuna Market Campaign
I was the Project Leader for a Tuna Markets campaign push at Greenpeace Canada whereby we targeted one of the buyers of Thai Union tuna products, Walmart Canada. Our small team coordinated online to offline actions putting pressure on Walmart Canada, including a hoax ad campaign. We asked our volunteers and supporters to join these efforts via online tools by echoing the message of the hoax:
Subject Line: 24 Hours – Join our Holiday Action!
(Supporter’s first name),
Right now, we are launching a cross-Canada spoof ad campaign urging Walmart to turn its sustainability talk into action by cleaning up its shady Great Value tuna. We want to make this campaign travel far and wide, and you can help!
Here’s how you can take action online:
1) Send a message to Walmart j
Join 100+ people on Thunderclap! Only 24 hours left to join!
2) Follow our spoof Twitter account here
Retweet our posts to share the buzz! This Week!
People are mobilizing from coast-to-coast to help spread this ad campaign! Stay tuned for more to see a series of creative tactics roll out in various cities.
Why Walmart? Because despite Walmart Canada’s sustainability claims, its Great Value tuna still comes from destructive fisheries and its social responsibility practices remain unclear. So we are showing them what sustainability really looks like!
Local Groups Coordinator