The Challenge

YWCA Edmonton’s “Walk a Mile in Her Shoes” had established itself as a vital fundraiser for domestic violence prevention and recovery programs, raising over one million dollars in its first decade. Despite this success, the stark reality remained: thousands of Alberta women and children continue to seek shelter from domestic violence each year, with Edmonton Police receiving over 8,000 domestic violence calls in 2020 alone.

The organization needed a fresh creative platform for their 10th-anniversary event that would not only honour their milestone but also drive increased participation, particularly among downtown businessmen. The campaign needed to balance sensitivity around a serious issue while maintaining the event’s engaging, community-focused spirit.

The Solution

We partnered with YWCA Edmonton to develop a comprehensive creative strategy that would elevate their message across multiple channels. Our approach centred on creating a unified visual identity under “The 10th Mile” concept, which celebrated the event’s decade-long impact while looking toward future growth. Working hand-in-hand with the YWCA team, we crafted a versatile campaign that spoke directly to our target audience through strategic placement in downtown business environments. The creative platform included:

• Striking visual assets for digital elevator displays and transit advertising
• Targeted social media campaigns
• A distinctive 10th-anniversary logo that tied the past to the present
• Comprehensive marketing materials spanning traditional and digital channels, from print collateral to radio spots

Our creative strategy was designed for longevity, providing YWCA Edmonton with a sustainable platform they could leverage for years to come.

The Results

The reimagined campaign delivered measurable impact across key metrics:

• Participant donations increased by 10%
• Campaign awareness and reach grew by 12%
• Community stakeholders and sponsors responded enthusiastically to the new creative direction

The campaign’s success led to an unexpected bonus: our alternative concept was selected for YWCA’s high-profile winter fundraising campaign

Perhaps most significantly, we established a durable creative framework that will continue supporting YWCA Edmonton’s mission for the next three to five years, ensuring consistent messaging and sustained community engagement in their crucial work against domestic violence.

Results

Increased Donations

Participant donations increased by 10%

Increase Awareness and Reach

Campaign awareness and reach grew by 12%

Revitalized Creative Direction

Community stakeholders and sponsors responded enthusiastically to the new creative direction