iHuman Youth Society
iHuman Youth Society is an Edmonton-based non-profit organization that helps high-risk youth find their way to a better life through the arts. From fashion and music to visual art and writing, their small but dedicated team uses every imaginable creative medium to coach, mentor, and support the growing number of youth who walk through their doors.
In July, 2009, iHuman was contacted and told the Governor General of Canada, the Right Hon. Michaelle Jean, would be making a visit to their downtown drop-in centre in five days. In addition to planning an appropriate program in a short amount of time and organizing their youth, iHuman was also responsible for handling media interest for her visit. iHuman needed to capitalize on this once-ina-lifetime opportunity in order to bring as much positive attention to their organization as possible.
In the span of 48 hours, Incite worked with iHuman to prepare for the special visit by coordinating the media efforts for the Governor General’s visit. This included creating a compelling press kit that provided media with background information about iHuman and two stories of the youth whose lives were positively influenced by iHuman. Incite worked with the Governor General’s staff for approvals on media materials, and contacted, managed, and coordinated all local media to attend the event. On the day of the visit, Incite oversaw all media coordination, set up the media pit, and managed all media requests. Afterwards, Incite monitored the media to measure the amount of publicity that the event earned.
- Top-of-the-hour coverage on all major television channels locally
- Front page, top-of-the-fold coverage in Edmonton Journal Saturday edition
- National coverage through Canadian press affiliates