URSLC sought to address mental health challenges during the COVID-19 lockdowns by creating social media content that brought awareness to their mental health services and educated the public on negative thinking patterns, such as "Should Statements." This strategic approach not only connected with their audience but also provided practical tools for mental wellness during a difficult time.

In a bold move, CPAR shifted its holiday appeal from a focus on purchasing supplies to supporting life-changing programs. The “Reimagined Gifts of Change” campaign resulted in remarkable success, including a 10% increase in new donors, doubled gift value, and a five-fold increase in conversions to monthly donors.

Canadian Physicians for Aid and Relief (CPAR) launched a Father’s Day campaign that showcased the vital role fathers play in prenatal care. Through heartfelt storytelling, the campaign highlighted the impact of engaged fatherhood on maternal and infant health in rural Africa. This initiative not only raised awareness of CPAR’s mission but also increased engagement and donations to support their prenatal care programs.

Managing a charity’s online presence requires balancing engagement, brand consistency, and maintaining a safe environment. For Canadian Physicians for Aid and Relief (CPAR), content moderation became a cornerstone in fostering donor trust and ensuring that their mission—supporting communities in Africa—was effectively communicated.