Strengthening Diversity in British Columbia, Canada

The Affiliation of Multicultural Societies and Service Agencies of BC (AMSSA) is a unique province-wide association that strengthens over 80 member agencies and hundreds of community stakeholder agencies that serve immigrants and newcomers. It builds culturally inclusive communities by providing the knowledge, resources and support that its member agencies need to fulfill their mandates.

The Challenge

Leading up to a federal election when refugees and refugee-friendly policies are often in the limelight, AMSSA wanted to get ahead of any efforts to malign refugees in the political volleying that can happen. I was engaged to lead the media strategy (including social), media relations, and media content to counter any potential negative media with as many refugee and refugee policy friendly stories in the media as possible in British Columbia.

Strategy & Work

Working with the CEO, in-house staff, other contractors, and stakeholders, I proposed an event where media could be invited to provide a hook for the many potential stories that could be told – focusing on the primary areas of potential concern. Responsibilities and content included: Media Strategy, Social Media Strategy, Media Relations, Social Media posts, News Release, Writing and Editing.

Results & Impact

The public dialogue event in partnership with the University of British Columbia attracted media coverage from every major media outlet in the province, garnering more than 10 minutes of air time each on CKNW Radio 980, CBC Radio, and Global TV’s morning show, as well as CBC News Online. Op/Eds were successfully accepted and published in the Globe and Mail and the Hill Times.