Mira - Marketing Campaign of the Year - Non-Profit

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Company: Mira, Toronto, Ontario
Company Description: MIRA is an award winning production company whose work in feature films, documentaries, digital series, and broadcast commercials has garnered international acclaim. In 2013, MIRA’s digital series Guidestones won an International Emmy. The series went on to amass 77 international nominations and awards including multiple Canadian Screen Awards, Canada’s highest film honour.
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Non-Profit

Nomination Title: Ravines for Resilience

Specify the date on which this campaign or program was launched: Campagne Launched March 2021

This program was created to accomplish 3 goals: First, to make the public aware of the 2 million acres of protected green space in Southern Ontario and guide them towards using these spaces during Covid. Second, to encourage the public to get involved in helping out with the growth and maintenance of these spaces. And Thirdly to encourage funders and stakeholders to help support these initiatives.

We spent the better part of a year discussing how best to meet the previous goals. We chose the most pertinent locations across Ontario to best show how close nature is to our cities and how important it is to use and protect them. We worked had to find the visual contrast between the cities and nature. We shot the project in the summer of 2020 and edited it through the winter for a Spring release.

The campaign has been seen hundreds of thousands of times by the public and has already marked an increasein the use of these green spaces since its launch and the summer is just beginning.