In its fight against poverty, United Way Greater Toronto (UWGT) has launched the largest campaign in its history.

The “Any Way We Can” brand platform and campaign aims to mobilize support by revealing the tireless work that goes into the organization’s programs and initiatives. The campaign is designed to show the nonprofit as more than an annual workplace fundraiser; it also tackles food insecurity, mental health and housing affordability.

“The campaign is part of a bold vision to build a better GTA over the next 10 years ‘Any Way We Can,’ and that needs residents with civic ambition learning more about our work, becoming supporters and being compelled to take action in their own ways,” Nicole McVan, UWGT vice president of philanthropy and marketing, tells strategy.

“Any Way We Can” is a comprehensive campaign including TV, radio and online, through their social channels and across the GTA’s transit systems. The target audience includes those who are socially conscious, civic minded and ambitious, as well as corporations looking for ways to create meaningful impact.

“We’re using that visibility to build a better connection with long-time supporters and new audiences through as many touchpoints as possible,” McVan says, adding that UWGT is also incorporating a media relations strategy that emphasizes storytelling and influencer engagement.

Previously, UWGT has drawn attention to rising rent prices by transforming an underground parking space into affordable housing. It also called attention to to widespread poverty through the construction of an AR tower.

“The current economic landscape has made it more challenging than ever for nonprofits to keep up with an emerging need, so pushing the creative envelope… is essential,” McVan says.

The brand platform was created by Sid Lee, dentsu X focused on media strategy and buying and BlueSky Communications provided strategic communications, media relations and influencer engagement.