Encouraging Community Participation
To promote happiness and to encourage people to initiate their own random acts of happiness in an effort to raise support and awareness for The Support Network. The target audience was the entire community of Edmonton, Edmonton City Centre shoppers, media, as well as people who might be looking for information and help from The Support Network.
Strategy and Execution
The goal was to build upon the original idea of the tagline #31DaysOfHappy, using the iconic Smiley Face. For promotional products, we had a street team distribute cost effective, simple Happy Face button and stress reliever to complement the campaign.
We used extensive social media challenges to engage the community to participate. The shopping mall posted a simple challenge each day, and participants shared photos with the #31DaysOfHappy hashtag.
Media covered the campaign extensively and the Edmonton Eskimos football team pledged to perform a daily act of kindness, along with 31 local personalities.
The Support Network was able to connect with 22 individuals who were interested in volunteering on the Distress Line. Each volunteer represented a $3,000 value to the organization, 22 new volunteers represented a value of $70,000 to the network (or 12% of their budget)!