SITUATION
Inspiring the Leaders of Tomorrow
York University, one of Canada's largest universities and a premier education and public research campus located in the heart of Toronto, has a Centre for Human Rights, Equity and Inclusion. Support initiatives such as #YUBelong promotes and builds a respectful, equitable, diverse and inclusive university community. The Women and Girls in Leadership and Sport Conference is set on three thematic pillars of resilience, leadership, and breaking barriers, and strives for equality and equity for women and girls by empowering them within athletics.

SERVICES
- Event Marketing
- Market Research
- Campaign Creation
- Communications Planning
- Social Media Strategy
- Graphic Design
- Digital Display Ads
- Campaign Execution
SOLUTION
Working in collaboration, mutual expertise in women's leadership initiatives was combined with talents in event marketing, social media and digital media
engagement. With research and data supporting impactful statistics, a suite of compelling visual communications and images, were created to advocate for athletic participation by women and girls to learn leadership principles.
SUCCESS
The campaign was launched and extended across campus, externally and beyond with promotion through websites and social media channels, including facebook, instagram and twitter. The annual conference continues to educate, support, and empower women, girls and allies to advance females in sport and leadership roles.

Only 8% of girls met the recommendations of the Canadian Physical Activity Guidelines, compared to 14% of all boys. *
Only 2% of girls age 12 - 17 are getting enough physical activity.
*STAT VIA CAAWS.CA
COLLABORATIONS
- Case Study
CMRAO
The Condominium Management Regulatory Authority of Ontario needs to improve online experiences for key stakeholders.
- Case Study
Coach Them
Coach Them makes it faster for coaches to create practice plans and drills. The platform was evolving to focus on introducing new future features and benefits for players and coaches.
- Case Study
Cosm Medical
Pelvic floor disorders are life altering and devastating. Women are suffering from an underserved and stigmatized health issue and care needs to significantly improve and be modernized.
- Case Study
Alarmforce
Mad Hatter was enlisted to help AlarmForce improve its home surveillance systems, a mobile application needs to be designed and developed for secure monitoring.