From June to July 2020, a local media campaign was executed over a six-week time period to promote the Boys and Girls Club of South Coast BC (BGC) and bring increased awareness to their fundraising efforts. For more than 80 years, BGC has been giving youth a place to belong during critical out-of-school hours, where staff and volunteers mentor and set them up for success. Across the Lower Mainland, 11 BGC Clubs help over 10,000 youth and families each year. With the contributions of the community, philanthropy, and corporate donations, BGC will continue to find innovative ways to help youth reach their full potential during the pandemic and beyond.

The Work

  • Over 24 BC-based news outlets were pitched including television, radio, print and online outlets
  • Media in BC were targeted who cover the impacts of social isolation on BC’s youth related to the COVID-19 pandemic
  • Within those outlets, approximately 30 journalists throughout the province were pitched with customized messages
  • Coldwater Communications worked with the CBC, Global News BC and CTV Vancouver in efforts to run BGC’s public service announcement (PSA)

The Results

  • Media coverage received includes articles in BC Business, CBC Radio and Richmond News 
  • The PSA was submitted to Global News BC, CTV Vancouver and CBC 
  • CTV Vancouver ran the PSA from August 10 to September 13
  • Media coverage generated credibility and increased public profile that aided BGC in their fundraising initiative that successfully exceeded the goal of $250,000