FOREST CITY FIGHTS BACK (FCFB)
- Strategic Consulting
- Project Direction
- Finance & Administration
- Brand Development
- Brand Implementation
Facing the rampant multi-sector effects of COVID-19, our goal was to engage and unite their community by supporting organizations fighting the pandemic in London, Ontario.
The strategy was to create an online fundraising campaign around a multi-artist performance recording of Rachel Platten’s “Fight Song.” Fundraising opportunities included links to local organizations, as well as t-shirts with 100% of the net proceeds going directly to the event’s charitable partners.
This project featured Lemmon Entertainment’s (LE) dual-threat expertise in event consulting and brand development.
As executive producer, LE recruited the participation of 22 local artists for the recording and video. Artists and musicians included Genevieve Fisher, Jason Pierce (Our Lady Peace), Denise Pelley, Saveria, Morgan Lander, and Randie Van Gorp. The video also featured celebrity and athlete appearances from Brandon Prust, Jackie Redmond, Liz Trinnear, Najwa Zabian, Nazem Kadri, and Shad.
Leveraging the increased attention to social media, both the event and cause were promoted through online platforms
The FCFB video garnered over 100,000 unique views on YouTube, and Facebook combined in its first week.
Over 500 FCFB t-shirts were sold, grossing over $20,000.
Check it out: Forest City Fights Back