Toque Booklet 2016

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@RaisingtheRoof
# ToqueStories
# rtrtoque
2015/2016
Toque Campaign
Table of Contents
2 What is the Toque Campaign?
3 Thank You to Our Partners
6 In The Media
9 Social Media Reach
5 Campaign Success
7 Toque Campaign
Event Highlights
13 From Our Partners
14 Toque Stories
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What is the Toque Campaign?
Each year, our national Toque Campaign sees hundreds of volunteers and
supporters sell toques across the country, with proceeds benefiting Partner
Agencies working directly with people experiencing homelessness.
Since 1997, the annual Toque Campaign has supported over 180 community
agencies across Canada, raising more than $7 million in support of long-term
solutions to homelessness.
Where does the money go?
50% of the gross proceeds from each Toque Campaign item
benefit community Partner Agencies working directly with
people experiencing homelessness. Proceeds from toques
bought in a community stay in that community (this includes
online sales).
Remaining proceeds (after the campaign costs) support
Raising the Roof’s national initiatives, such as our Child &
Family Homelessness Initiative and The Upstream Project.
*40%/10% is approximate
So Far We've Raised
$7+Million!
2
THANK YOU TO OUR
National Partners
The Canadian Traffic Network (CTN)
celebrated their 10th year of support
for the Toque Campaign! Thanks to
their generosity, PSAs blanketed
national radio and television markets.
For their sixth year, Intact Financial
Corporation employees across the
country sold toques and mittens,
engaging with the communities
where they live and work to support
long-term solutions to homelessness.
Paul Davis championed their second
Toque Campaign, connecting franchises
across the country with Partner Agencies in their community. Their toque
and mitten sales benefit local programs,
supporting the national effort to put an
end to homelessness for good.
Supporting Partners
Newcomer Campus Living Centres
engaged students in campuses
across Canada to buy and sell
toques in support of local
communities.
For the seventh year in a row,
Crystal Glass Canada has supported
the Toque Campaign, selling
toques and raising awareness in
Western Canada.
Media & Advertising Partners
#ToqueStories, a new public education
campaign, brought national attention to
the Toque Campaign by connecting the
act of purchasing a toque with long-term
solutions to homelessness. This campaign
was generously developed and brought to
market by our two pro bono partners:
Leo Burnett Toronto and M&K Media.
3
360° Kids
Brantford Welcome In
Calgary John Howard Society; Raido House
Cape Breton Community Housing Association
Centre of Hope
Chatham-Kent Ministries (The Salvation Army)
Community Care
Community Youth Network / Humber Community YMCA
Couchiching Jubilee House
Dawn to Dawn
Fredericton Homeless Shelters
Grand Prairie Youth Emergency Shelter Society (Sunrise House)
Groupe Communautaire L’Itinéraire
Homeless Coalition of Windsor-Essex County
Homeward Trust Edmonton
Houselink Community Homes
Lookout Emergency Aid Society
Lutherwood
Macdonald Youth Services
Maison le Baluchon
Nazareth House/ Anne’s House
Newfoundland & Labrador Housing & Homeless Network
Operation Come Home
Okanagan Boys and Girls Clubs
Our Place Peel
Pacific Community Resources Society
Pictou County Roots for Youth Society, Roots House
Port Cares
Rainbow Youth
RAP Jeunesse des Laurentides
Ryandale Shelter for the Homeless
Safe Harbour Society
Safe Harbour Transitional Youth Services Inc.
Servants Anonymous Society Calgary
Shelter House
Sherbourne Health Centre
SHYFT Youth Services
Stratford/Perth Shelterlink
Sudbury Action Centre for Youth
The Hope Centre
Three Oaks Foundation
Unity Project
Victoria Cool Aid Society
Wesley Urban Ministries
West Neighbourhood House
YES Shelter for Youth and Families
Youth Impact Jeunesse Inc
YWCA Halifax
YWCA Muskoka
THANK YOU TO OUR
PARTNER
AGENCIES
Our incredible Partner Agencies are the
backbone of our national Toque Campaign!
This year, 49 agencies across
the country sold toques, supporting
local programming in their communities.
4
Campaign Success!!
5
This yearʼs campaign received
unprecedented media coverage
Nearly HALF A MILLION
impressions generated
by digital media ads
9,913 Radio PSAs
over $436.6K
Valued in 105.8 million impressions
through outdoor ad placements
like billboards & digital screens
2.6 million impressions
1597 Television PSAs
Over 177 million
impressions
generated via Print Media,
including full page ads in
Canadian Business & HELLO!
Over
$1.2 million
TOTAL MEDIA VALUE!
Organic media coverage included features on
CTV News, Global News and CBC Radio
30+ articles and features in news media across the country
30+ articles and features in news media across the country
6
FROM OVER 40 TOQUE EVENTS ACROSS THE COUNTRY...
7
THESE ARE JUST A FEW OF THE HIGHLIGHTS!
8
Thanks to our partners and supporters, the campaign
achieved outstanding social media engagement
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9
#rtrtoque
Whether it was on Twitter, Facebook or Instagram,
we appreciate you sharing your #ToqueStories,#ToqueSelfie
and sporting your #rtrtoque on #ToqueTuesday!
10
Over 500 original #ToqueTuesday tweets,
with thousands of retweets
Facebook reach of 12,000+ on Toque Tuesday alone
11
#ToqueSelfies from people across the country,
i n c l u d i n g To r o n to M a yo r J o h n To r y, N o r m Ke l l y a n d m a n y m o r e !
#ToqueTuesday Trending in Canada For Over 4 Hours!
12
"For the past six years, Intact
has been a proud National
Partner of the Raising the Roof
Toque Campaign. Our highly
engaged employees are the
driving force behind our success. We are excited to leverage the profound strength of
our partnership with Raising
the Roof and reaffirm our
commitment to end youth
homelessness through The
Upstream Project. Together,
we can do more to make an
impact in the communities
where we live and work."
- Stephanie Sorensen, Board Chair,
Intact Foundation, National Partner 2011-16
13
"Paul Davis is very proud to
have been a part of our second
successful Raising the Roof’s
Toque Campaign. It was wonderful to see the Paul Davis
Network join with Raising
the Roof partner agencies to
make a difference. We are
more committed than ever
to helping find long-term
solutions to homelessness
and look forward eagerly to
the 2016/2017 campaign."
"It is rewarding to know that
Raising the Roof credits our
sponsorship with increased
online sales of toques, year
over year, and with added
public awareness of Raising the Roof and the Toque
Campaign. CTN looks forward
to sharing many future successes with Raising the Roof."
- Samantha Cooper, Regional Marketing
Manager, Paul Davis, National Partner 2014-Present
-Lannie Sibian, President
the Canadian Traffic Network
TOQUE STORIES
This year, Advertising Partner Leo Burnett Toronto
created a compelling campaign which connected the
purchase of a toque with success stories by those who
have benefitted from the funds raised in years past.
The campaign also encouraged partners and supporters to share their
own #ToqueStories. The campaign came to life in digital, outdoor, print
and experiential executions secured by Media Partner M&K Media.
14
For information regarding Toque Campaign partnership opportunities, contact Arundel Gibson at [email protected]
or Leanne Boutwell at [email protected]
Raising the Roof · 263 Eglinton Avenue West, Suite 200 · Toronto, ON · M4R 1B1
T: (416)481-1838 · F: (416)481-1872 · Charitable # 139744569RR0001
www.raisingtheroof.org · @RaisingtheRoof · facebook.com/RaisingtheRoof
!"$
@RaisingtheRoof
# ToqueStories
# rtrtoque