Making local issues #UNIGNORABLE, a magazine that inspires #locallove, and the power of storytelling
2018-2019 Annual Report
Local issues can be easy to ignore. Thanks to your support, we created something #UNIGNORABLE to help draw attention to issues, including poverty, hunger, homelessness and domestic violence. Issues that rob so many of opportunities. Designed with leading industry experts, a world-renowned artist and other talented collaborators, our national #UNIGNORABLE campaign—our boldest awareness campaign to date—turned heads and got people talking. In fact, our installation at Nuit Blanche—an all-night, city-wide celebration of contemporary art—was the most-visited in the event’s history. It helped us draw attention to issues we need to tackle together as a community. And it struck a chord: it won several prestigious awards and racked up 153 million impressions in the GTA alone, demonstrating the incredible power of art for social change.
- LocalLove.ca—a digital magazine powered by United Way—launched last spring and has become a top source for living well and doing good, with profiles of inspiring changemakers, smart and simple ways to give back and challenging ideas and debates from some of the brightest minds in our region. The site has garnered 178,000 pageviews, attracting readers from as far as the UK, where The Guardian re-published “Why I hate when my friends say they’re poor,” which went viral.
- The Stephen Smith Family Challenge Grant, a transformational $1 million gift, inspired donors across Greater Toronto to make a gift at the Leadership level ($1,200) or increase their giving, helping us tackle #UNIGNORABLE issues like unemployment, child poverty and affordable housing.
- The UP2018 CN Tower Climb for United Way raised more than $2 million—a record—thanks to 9,205 climbers who stepped up for people and families across Peel, Toronto and York Region.
- UPS showed its local love by bringing together community partners for the third annual plane pull fundraising event at Toronto Pearson Airport—all to help tackle local poverty and help everyone thrive.
- 1,643 participants demonstrated their love for community, running through the downtown core for Scotiabank Rat Race for United Way, raising nearly $500,000 to help everyone in our community prosper.