ALS Society of Canada

ALS Canada is Principles’ longest standing client. As their agency of record, we have worked to build the strategy for building a digitally-focused integrated marketing program from the ground up. Over the years, we’ve designed the strategies and completed the production and execution for: web analytics infrastructure, search engine marketing and search engine optimization, direct mail integrations, evergreen advertising, brand applications for internal and external documents, photo and video shoots, virtual events, online fundraising, and advocacy program marketing. Through our partnership, we have collaboratively established a full-funnel marketing program that has helped the organization increase campaign revenue by more than 200%.

We have built and launched an awareness campaign leading up to Giving Tuesday, and a year-end fundraising campaign launching on Giving Tuesday and through to December 31st. These campaigns included strategy, a big creative idea, production of broadcast-ready spots, and ad placements in a whole suite of media, as well as deployment, campaign management and reporting.


WALK TO END ALS As a COVID-19 pivot, we developed a strategy, run of show, script, produced, and deployed a 30 minute pre-recorded event and an additional 60 minute, multi-location live variety show featuring multiple celebrities and entertainment acts with thousands of viewers.


The Canadian Liver Foundation

Principles works with the Canadian Liver Foundation to provide strategic counsel directly to the CEO, internal fundraising teams, and the organization’s Director of Marketing and Communications. Through our ongoing strategic retainer, Principles provides guidance around the organizational direction, internal change management strategies, marketing and communications strategy, and direct response (telemarketing, email, direct mail) execution plans. We also work as a creative agency of record to build big integrated fundraising and awareness campaigns. We have only positive results to report.

Together in 2020 we built an activism-centric campaign where users could enter the funnel by opting into email and taking an online action to help fight stigma. These actions were framed around diverse issues of interest to reach new audiences, including: a petition about mental health parity, an action supporting the development of resources for newcomers to Canada, and an email-to-target action about healthcare equity.

Principles works with the Canadian Liver Foundation as the creative agency of record to build big integrated fundraising, awareness and engagement campaigns. From strategy development to creative concepts, brand position and naming, visual identity, campaign execution, and building out suites of campaign assets, we have only positive results to report. Most recently, we built and designed a campaign for Liver Health Month which included developing the concept, naming, brand look and feel as well as production and rollout of creative campaign assets.

Through our strategic retainer, Principles also provides guidance directly to the CEO, internal fundraising teams, and the organization’s Director of Marketing and Communications around the organizational direction, internal change management strategies, marketing and communications strategy, and direct response (telemarketing, email, direct mail) execution plans.


North York Women’s Shelter

NYWS Principles is the NYWS (North York Women Shelter)’s digital and creative agency of record. Our work with them since mid-2020 has included the development of a framework for a community-centric fundraising program, the conceptualization, creative execution and launch of ‘Fight for Justice’ — an advocacy platform for NYWS’s online advocacy actions, and the creative execution and deployment of a year-end fundraising campaign which turned a $2.6K media spend into $80K in donations. In late 2020 we also conceptualized the ‘NYWS Shop,’ an e-commerce platform through which the organization is able to reach new audiences, share a tangible part of NYWS with their community, celebrate local artists and generate revenue. In approximately 1 month, with a media spend of $1K, the Shop sold 450 products and generated over $11K in revenue.

Operation Eyesight

Going on our second year together, Principles has been a partner to Operation Eyesight in the development of a digital marketing strategy for a national audience and market expansion that has seen the launch of multiple integrated campaigns. We have played a vital role in branding a number of virtual events, which included naming, visual concepts, wordmark development and rollout of campaign creative. 


As an important COVID-19 pivot, we also conceived of and branded a live 60 minute video panel of medical experts from Ghana, India, Singapore, Canada, and Kenya.


To mark it’s 70th anniversary in December 2020, UNHCR released a free e-cookbook in both English and French, comprising recipes and stories shared by refugees from across Canada. Principles was instrumental in developing and executing its online campaign strategy. This included a multi-phased approach which consisted of a paid advertising waitlist phase (leading up to the launch of the cookbook), a paid advertising launch phase or “active download” phase, a post-conversion email journey with donation appeals, and a telemarketing phase.


Creative rollout included the execution of assets for social media, website, email and more for all phases of the online campaign. This campaign broke internal records on launch week meeting its annual goal within 24 hours, and received more than $1,000,000 worth of earned media coverage. Since then, we have grown to become the UNHCR Private Sector Partnership (PSP) team’s digital agency of record.


As our first 2021 project with them, we developed an online campaign for UNHCR’s first #OnMission Zoom event in Syria. The Zoom event will take participants to Syria to show them the work that UNHCR field staff are doing on the ground with refugees. Principles developed a lead generation campaign compelling people to sign up for #OnMission: Syria. Campaign rollout included the creative execution of still and video assets for social media, website, and email, as well as the development of a measurement framework for benchmarking and tracking previously identified KPIs.


Domestic violence has risen under lockdown conditions worldwide. The Network of Toronto shelters (VAWN) came together with the goal of reaching out to women in their communities to let them know that

supports are available during this pandemic and that shelters are open, despite misinformation. 


Principles was engaged by VAWN to create a multilingual awareness campaign that included both digital and print mediums. Our work included the conceptualization of the campaign name (#StillHereTO) and branded look and feel, creative rollout across social media, website, postcards and posters — all of which were executed in five languages, media plan development, campaign deployment, and the creation of a short guide for the network of participating shelters to engage in the organic deployment of the digital campaign. 


Key to the success of this campaign was the stakeholder engagement process which included: the integration of learnings from interviews with those with lived experience, informal focus group testing to ensure the concept resonated with our target audience with specific efforts focused on receiving feedback from members of Indigenous communities, as well as a final approval process with individuals familiar with each of the five languages. In fact, the campaign was so well received by shelters and theirclients that VAWN Toronto has already been asked if other cities can adopt the campaign with the #StillHere[City] name and brand.


Weismann Canada

As partners, we have designed and delivered digitally integrated direct mail concepts and donor campaigns for Weizmann’s 2019 and 2020 fall fundraising appeal. We have also built a similar project that is directed toward legacy giving.

Parkinson Canada

We were engaged in a major strategic review that led to a multi-year fundraising and brand awareness plan. We also worked on aligning tone and language, brand and voice for the organization in conjunction with developing a case for support and multiple campaigns that were centered around a big idea.


Queensway Carleton Hospital Foundation 

Initially hired to develop a big video ad campaign, we were faced with the COVID-19 quarantine announcement two days before our on-site commercial video shoot and chose to shut the project down. We have continued to work as close partners throughout the pandemic, rolling out several initiatives to support the rapidly evolving needs of a hospital in crisis, including: digital advertising campaign for respirators and other COVID-19 response needs, supporter journey optimizations including development of the hospital’s first email welcome series, and an integrated campaign called “Gratitude Heals” surrounding around a custom-built landing page for community members to send thank-you messages to healthcare workers, who are then able to see the message. We also conducted an on-sight editorial-style photo shoot where we were able to access the hospital and document the crisis for use in our collateral.

Kidney Foundation

In order to launch the Kidney Foundation’s new brand we have developed a national campaign that included a media partnership with CBC, multiple spots designed for broadcast and online, as well as a suite of assets designed for multiple channels online and offline.

Ontario Dental Association

We have developed and executed two major annual campaigns for the ODA. The first campaign is an online advocacy campaign that engages the government in a conversation around the importance of making dental care accessible to people in lower SES groups. The second is an awareness campaign that includes TV, radio, and online placements. It aims to get more young people to book dental appointments.


In 2019, and again in 2020, we developed 2 creative series targeting QuadReal’s tenants and residents that are designed to increase awareness of QuadReal’s commitment to reducing emissions 80% by 2050. This content demonstrates the many ways that QuadReal is accomplishing this goal as well as inform tenants and residents on how they can do their part. This initiative includes an animated video series that is used online and in elevators, as well as a poster series that will be adapted for online use.

CIBC in partnership with TVO

We have built a brand and suite of motion-based assets for a French Canadian series called Ciao Plastique; documentary-style episodes about a family trying to live life without the use of plastics. This brand has been used for the opening sequence as well as throughout the episodes as a visual aid to explain the complex world of human reliance on plastics.

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