United Way British Columbia

Key Messages:

• According to United Way British Columbia almost 860,000 British Columbians live in food scarcity, and it wants to work together to change it.
• Provide the youth in school of the 6-12 years with proper nutritious healthy diet to support physical and mental support through the school year.
• Build a respectful connection and communication with the indigenous community supporting its values and culture.
• Help the healthy aging individuals by supporting them to live independently and individually with various activities and support programs.
• Working with residents and communities to foster and build good, stronger and safer relationships with each other.
• Making helpline service available to get help and support faster such as income assistance, counselling, mental health and shelter information.

Target audience:

• Low income earning individuals
• Non-profit organizations
• Indigenous communities
• School Students
• Public health officials
• Senior citizens
• Homeless people seeking shelter and aid
• Addiction and mental health support seeking individuals
• Food banks that provide weekly food coupons and items to people seeking food and other basic needs.
• Single parent that has a one or two kids to take care of.

Channels and tactics to promote the initiative.

• News releases being one of the main channels of promoting the initiative as they featured stories in CFJC Today Kamloops regarding a grant to put in use for cold weather conditions and other events such as Hockey night organized by United Way British Columbia.
• Posters and advertisements: they use their logos in various events for promotional and marketing campaigns which are funded for raising awareness and gaining support of the projects done for the community by United Way British Columbia and involvement as volunteers or participants in the future projects.
• Using social media platforms by encouraging to share their posts by tagging them at @unitedway_bc for Instagram and X as well as collaboration with media infuencers to help in their promotion and spreading of the key message.

Proposed evaluation methods to measure campaign success.

• Their evaluation method as shown in their annual report of 2023/2024 is calculated to achieve success of helping around 7,920 children to achieve success in schools.
• Gave emergence support to people in 29 communities.
• Gave meal and food hampers to over 450,000 individuals and families which is calculated to be ore than 3.2 million meals.
• Over 13,000 registered volunteers joined the organization and made a difference in the communities.
• Helped 537 former youth in care among which 36% were of the Indigenous community for covering basic living expenses and pursuing post-secondary education through Youth Futures Education Fund.