REACH Edmonton

JustCall211, a social media campaign aimed at raising awareness about a street outreach initiative, was recently recognized with the International Association of Business Communicators (IABC) Edmonton Award of Merit.

The campaign focused on informing the public that the 24/7 Mobile Assistance Program (MAP) can help when Edmontonians see vulnerable people in non-emergency crises.

“We have this great program that is serving Edmonton’s most vulnerable people, but we want the public’s participation in calling 211 when they see people who need the 24/7 MAP Team,” said Lindsay Daniller, director of community initiatives and development at REACH Edmonton.

The program is a partnership between Bissell Centre, Edmonton Police Service, Homeward Trust, and REACH Edmonton. Communications projects are handled by a committee, which represents all the partners. These partners crafted the campaign with the help of Calder Bateman and put forward a series of memes that reached more than 40,000 views during a bout of severely cold weather in late-November 2014.

“Communications-by-committee is not easy,” said Daniller. “That this committee was able to not only produce a campaign that was satisfying to all the partners, but also effective with the public, really speaks to strong partner relationships. This was entirely a team effort.”

The campaign spread quickly with the help of Edmonton’s online community, with more than 800 retweets on Twitter and hundreds of shares on Facebook.

“This kind of collaboration can be a challenge,” said Daniller. “But this experience shows that if we come to the table with a common goal, we can produce exceptional results.”