Advocacy Campaigns

Judges' Report

3 Entries

Gold Award

York University (Canada) - Yes to York Campaign for a New University Campus


  • The "Yes to York" campaign was designed to influence the Province of Ontario to fund and establish a new York University Campus in York Region in Ontario, Canada. The campaign ran from Sept 2014 to Apr 2015 and was specifically designed to create high levels of awareness, understanding and support for York's "Yes to York" proposal with municipal and provincial governments, business and community leaders and area residents. Campaign elements included a microsite,, which highlighted the proposed campus benefits and included a dedicated page to encourage and allow site visitors to express their support via social media (#yestoyork) and/or by email direct to politicians. Other tactics included organic and paid social media posts, print ads, video(s), YouTube ads, media relations support and internal articles/videos. Paid media included a direct mail piece delivered to 100,000+ York Region homes, as well as a series of 9 dominant print ads scheduled in daily and community newspapers, online banners, YouTube, FB, and TW. In May 2015 it was announced by the Gov't of Ontario that York was selected as the only successful proponent.