The National Aboriginal Capital Corporations Association (NACCA)’s Indigenous Growth Fund (IGF) worked with the Xposure PR team in early March to announce the first flow of funds through Aboriginal Financial Institutions (AFIs). We worked with the IGF team to create national media materials, identify and brief spokespeople including people representing AFIs and Indigenous businesses. We earned coverage across the country including an excellent piece in the Globe and Mail.

Our client GE Healthcare celebrated the opening of the first AI-driven IR suite in Canada at Oak Valley Health in Markham, Ontario. The suite is designed to dramatically reduce patient backlogs for non-urgent procedures in York Region. The Xposure PR team worked closely with both Comms teams to develop promotional strategies to share the exciting news. See more info in the Markham Economist and Sun.

Sylvia Maracle retired from her position as the Executive Director of The Ontario Federation of Indigenous Friendship Centres in 2021 after 42 years of service. Her tireless advocacy efforts will forever positively impact generations of urban Indigenous people in Ontario and across Canada. To commemorate many of the friendship centre teachings, Sylvia and a team of writers and researchers published a book called Finishing the Sweetgrass Braid. The book is a collection of knowledge and teachings from the friendship centre movement. It details what Indigenous knowledge is passed down, its importance for future generations and how it’s shared through urban Indigenous communities. Our team helped organize a virtual book launch and conducted a media campaign. The Toronto Star published an excellent piece by one of the journalists who attended.

To thank volunteers across the country each year Volunteer Canada and its provincial counterparts celebrate National Volunteer Week during the last week of April. For the first time Xposure PR was hired to help develop a strategic communications plan and provide tactical execution. The theme for 2022 was Empathy in Action. Our team helped develop media materials, social media posts and virtual events to promote and thank volunteers across the country. One of the Op-Eds was picked up by the Winnipeg Free Press and significant media coverage was earned from coast to coast to coast.

May 2022 will always be remembered for a ground-breaking campaign with our longest standing client the Tire and Rubber Association of Canada (TRAC) who we’ve been supporting with PR since 2004! Each spring we conduct a Be Tire Smart campaign to educate Canadian motorists about tire safety and the benefits of proper tire maintenance. Gas prices this spring were at an all-time high and we wanted to leverage consumer interest and tie in the importance of proper tire inflation on fuel efficiency. We created a consumer survey to identify if high gas prices would impact summer vacation plans. The numbers were quite extraordinary, and the media materials were well received by local, regional and national media. In fact, the survey continues to be mentioned in articles throughout the summer. Here’s an example of a national piece on CTV News.  

Orillia Soldiers’ Memorial Hospital (OSMH) is the first Canadian healthcare facility to introduce our client GE Healthcare’s Encompass system. Designed to track and identify where equipment is kept throughout the facility, the system helps healthcare workers focus more on patient care and less on finding equipment. Our team worked closely with GE and OSMH to organize a media event to showcase the new system. A great piece was featured in Orillia Matters.

As a long-time supporter of Indigenous economic reconciliation, Sodexo Canada is working on so many initiatives that it created a specific report to showcase them all. The goal of the report is to inspire other businesses and individual Canadians to join the journey to reconciliation and help shape the path to a better future. Our team helped identify a national list of Indigenous community organizations, allies, and leaders to share the report with as well as an earned media relations campaign.

To provide its clients with value-added support and training WP Pensions + Benefits organized an annual conference. With an abundance of caution, it was held virtually. The team appreciates that to hold the attention of participants the content and speaker line-up needed to be top level. It was a resounding success and participants shared excellent reviews of the various speakers including Eddy Robinson and Dr Karyn Gordon. The Xposure PR team helped with social media promotion of the event and shared subsequent stories in WP’s newsletter and social media posts.

Fintech company Block committed $3-million to the National Aboriginal Capital Corporations Association (NACCA)’s Indigenous Growth Fund (IGF). This was the first private-sector investment. Our Xposure PR team worked closely with Block and its PR firm to conduct a national media launch. The campaign included creating a media kit, messaging, spokesperson briefings and some general government relations. Significant national coverage was achieved including an excellent piece in the Globe and Mail.