Table of Contents 6 2012 OVATION Awards Winning Entries

Achieve over 80 per cent of positive mentions measured based on the MRP system.
Solution Overview
Communications strategy
To maximize the penetration and effectiveness of People for Good messaging, MAVERICK proposed a
phased approach to media and social media outreach. The success of our strategy was predicated on
timing each media relations element strategically to pique media interest in the story, leaving it wanting
more, rather than “pushing” a full, “ready‐to‐use” story package early on.
During the campaign’s first week in the market, MAVERICK sparked media conversations through a mini
“whisper” campaign, reaching out to specific, carefully selected media personalities with the clout to
influence the tone and direction of public discussion. The PR team delayed proactive media pitching
until a week after the launch, giving the media and the public an opportunity to experience and interact
with the campaign as it unfolded.
A week later – after people started talking about the campaign – MAVERICK distributed a
comprehensive news package, in the form of a social media release, leveraging the social media nature
of the campaign. The media relations team then followed up with proactive efforts to “pull” media
agenda‐setters into a broader discussion of who People for Good are, what they stand for, what they are
trying to accomplish and why. The media relations team maintained a flexible narrative, quickly
adjusting it to specific news and social media conversations.
The People for Good story: communications positioning and messaging
The People for Good campaign was positioned as a personal story and vision of Zak Mroueh and Mark
Sherman rather than a rational research‐based claim based on empirical evidence, even though
MAVERICK’s strategy was informed by extensive research (see Appendix B). It was the story of two guys
who felt that, if people were nicer to each other, Canada would be a better place. MAVERICK worked
with Zak and Mark to create compelling messages, capturing a personal story of each of them, while
addressing any potential concerns over authenticity and misinterpretation of their motives.
Key messages:
Care about those around you, be nice to each other, do good.
Each of us can change the world the moment we change our behaviour – being more sensitive to the
needs of others, being more generous, and taking a few moments to help a stranger with a simple act of
generosity like opening the door for them.
The power of the media and creativity can be put to serve a good cause.
Communications tactics
In brief, MAVERICK’s communications solution included the following tactical elements:
Communications messaging:
Develop a compelling narrative and “voice” for People for Good, with colour quotes and
memorable sound bites.
Proactively anticipate and address possible misinterpretation of the agenda of the People for
Good creators.
Media content development