Campaign Goal: Encourage more residents to attend the next meeting with the City Hall on June 5th, 1969, and collect voices from residents to present to the City Hall how important to include them in the decision-making process for the urban renewal project. 

[Relevant Spokespeople]

1. Jeanne Leblanc (president of the Committee): Jeanne has been deeply involved in the organization and representing the neighborhood’s voice. In addition, she brings a wealth of knowledge about the community’s history and the needs for urban renewal projects. As the president of the committee, she will be the primary spokesperson featured in the blog posts.
2. John Doe (resident of the Little Burgundy and a member of the Committee): John was one of the first people whojoined the committee. With the personal stories of how the neighborhood has shaped his life and his vision of the future in the neighborhood, he will inspire the city hall and other residents to emphasize the committee’s mission. 
3. Emily Mclane (resident of Little Burgundy): Emily is a young single mother of two children who is categorized as a low-income resident in Little Burgundy. Sharing her personal perspective of how she lives in the neighborhood and how the community is supporting her lifestyle helps support the committee’s vision.
4. Daniel Chauvin (local historian and urban planner): Daniel’s expert perspective emphasizes the cultural significance of Little Burgundy and the importance of preserving local heritage in the face of modern development.

[Content Ideas and Calendar]

Frequency of Publication: bi-weekly

1. April 10th, 10 AM “Saint Martin’s Blocks Citizens’ Committee is HERE to Secure Your Future” Focus: Introducing the organization. This post will outline what the organization is for, why they are important for the current and future residents, and how they process and represent their community to the City Hall of Montreal.
2. April 24th, 10 AM “We Need Alternatives: Sustainable Solutions for Little Burgundy’s Future” Focus: This post will highlight the expert perspectives of Little Burgundy’s history and critiques of the redevelopment plan. Thiswill impact the readers by how they see the project and how it should be changed to have a better solution for current residents of Little Burgundy.
3. May 8th, 10 AM “Freedom to Be Here, Freedom to Live” Focus: Presenting the voices of the president and other members of the Committee. This post will highlight why the organization is standing up for the residents. Also, it will increase awareness of the problem of redevelopment plan projects and emphasize the residents. 
4. May 22nd, 10 AM “Every Voice Matters” Focus: Sharing the personal stories of the residents. This post will emphasize to the readers how Little Burgundy is affecting and supporting the residents which shows the opponents of the urban renewal project.
5. June 5th, 10 AM “First Step Leads to Big Change: First Meeting with the City Hall of Montreal” Focus: Showcasing the report from the first meeting with the City Hall. This post will highlight what was being discussedin the meeting and the result of the meeting. In addition, this will bring awareness of what will be discussed in the next meeting.

[Audience Feedback and Engagement]

1. Comments Section: Each blog post will have comment sections that allow the readers to engage and share their stories and opinions.
2. Like Bottoms: Each blog post will have like bottoms so that readers who do not want to leave comments can still contribute to support the organization.
3. Page View Tracking: This will show how many stakeholders accessed the posts, which will help the PR team for future posts since it tells them the stakeholder’s interest.

[Justification]

The blog campaign for Saint Martin’s Blocks Citizens’ Committee (SMBC) is an essential tool to build trust and strengthen relationships with stakeholders, specifically with local residents and city hall members. Through this campaign, the committee can engage with the community, keeping them informed about important updates and why they are supporting the local residents.

Building Trust: Posting the voices of the residents, professional views, and what the leader is thinking will help stakeholders feel more connected to the organization. By openly sharing the position of the organization in the urban renewal project, the community will see the organization actively representing their interests. In fact, stakeholders will feel involved with the transparency.

Strengthening Relationships: The blog posts provide a direct channel for the committee to listen to residents’ concerns, feedback, and stories through the comment sections. This two-way communication fosters a stronger sense of community and solidifies SMBC’s position as a trusted advocate. Regular posts featuring local voices will keep the community engaged and encourage participation in the next city hall meeting.

Caption: The Saint Martin’s Blocks Citizens’ Committee’s first meeting with the City Hall members 

Author Credit: A screenshot from Little Burgundy (1969), by Bonnie Sherr Klein and Maurice Bulbulian, from the National Film Board of Canada (NFB)

Usage Rights: Licensed for use in news and media outlets. Contact for commercial licensing. Please credit the author when used.

Caption: The population of Little Burgundy changed from 1966 to 1973.

Author Credit: The data from the Montreal Gazette journal, Opinion: Remembering the Little Burgundy expropriations, by Steven High (2019). The graph by Aiko Uehara.

Usage Rights: Licensed for us of the Information for internal, non-commercial purposes only. All copyright and proprietary notices must be maintained, and the author must be credited when used.

• Organization Name: Saint Martin’s Blocks Citizens’ Committee (SMBC)
• Background: founded in 1967, by by residents of Montreal’s Little Burgundy neighborhood with the representative, Mrs. Jeanne Leblancin, in response to urban renewal plans that threatened to displace low-income families.
• The population of Little Burgundy: around 14,710 in 1966.
• The Government’s Urban Renewal Project: aimed to improve and rebuild the area of Montreal, including Little Burgundy, resulting in the demolition of many homes and businesses.
• Primary Goal of the Committee: advocates for affordable housing solutions and greater protections for residents who may be displaced by the projects.
• Key Objective: Ensure that redevelopment plans prioritize affordable housing and protect existing residents from urban renewal.
• Recent Action: Discussed concerns over the proposed redevelopment plan and its impact on local residents with City Hall representatives on March 27th, 1967. 
• Main Concerns: The lack of affordable housing in the redevelopment plans, the risk of displacing low-income residents, and not involving the community in the decision-making process.
• Outcome of the Meeting: City Hall representatives acknowledged the committee’s concerns and agreed to collaborate on creating fairer housing solutions in the future. 
• Future Action: Follow-up meeting with the City Hall representatives to negotiate the decision-making and work together.

Headline: Saint Martin’s Blocks Citizens’ Committee Advocates for Housing Justice at City Hall 

Subheadline: Committee pushes the city hall to make a change in redevelopment plans to protect the future of localresidents 

Montreal, March 27th, 1967-  Saint Martin’s Blocks Citizens’ Committee held an important meeting with City Hall representatives to discuss critical housing concerns in Montreal’s Little Burgundy neighborhood at the City Hall of Montreal. The committee, the group of local residents, is actively working to ensure that low-income residents’ voices are heard as the city moves forward with its redevelopment project. The committee advocates for affordable housing solutions and greater protections for residents who may be displaced by the projects.

During the meeting, committee members evaluated the plan by raising their concerns and proposed to reduce the negativeeffects of redevelopment on the community. By voicing their thoughts about gentrification and displacement, the committee’s goal is to influence city policy to provide affordable housing and protect the rights of local residents.

“The right to a decent home, according to its meaning is a basic right for everyone,” said Jeanne Leblanc, president of the block-level Saint Martin’s Blocks Citizens’ Committee. She continues, “In a real democracy, we believe that all citizens, especially those who have not been listened to until now, could improve their law by participating in decisions, which affect their lives. The residents should have an equal voice as an administration.” 

Key issues that the committee highlighted during the meeting were: the insufficiency of affordable housing options in the proposed project, the potential displacement of low-income residents, and the lack of current resident community involvement in decision-making processes.

John Doe, the representative of the Saint Martin’s Blocks Citizens’ Committee, said, “What we want in our home is just freedom, freedom to be there, freedom to live. You go home, and you want to feel home.”

City Hall representatives acknowledged the concerns raised by the committee members and agreed to work together to find the best solutions for both of them. The committee emphasized that this meeting was only the beginning of reshaping the redevelopment project, and they are committed to continue being active towards the project for advocating the rights of the local community, pushing the City Hall to prioritize affordable housing and protect the cultural and social fabric of Little Burgundy.

About Saint Martin’s Blocks Citizens’ Committee

The Saint Martin’s Blocks Citizen’s Committee (SMBC) was formed in 1967 by local residents of Montreal’s Little Burgundy neighborhood, who were directly impacted by the urban renewal development plans. The Committee works to ensure the rights of low-income tenants are protected in urban renewal and advocates. Through its work, the Commissionis seeking to foster more inclusive, equitable, affordable housing and tenant protections for all residents in Montreal. 

Contact Information

Aiko Uehara CMNS 3550

ueharaa19@mytru.ca

[CSR Initiative Organization: Lululemon]

1. Communication Plan

Key Messages:

Lululemon has three different Corporate Social Responsibility initiatives. 

a. Inclusivity

Lululemon is committed to inclusion, diversity, equity, and action, recognizing these values as essential for shaping their company, industry, and communities. They strive to foster a culture of respect and belonging for all.

b. Wellness

Lululemon promotes an active lifestyle by organizing community-driven events, such as free fitness classes and wellness workshops. The company is also dedicated to empowering communities by offering access to mental health resources and supporting physical well-being. Furthermore, Lululemon strives to make wellness accessible to all, regardless of financial barriers.

c. Sustainability

The company values sustainability and is focused on reducing its environmental footprint by using sustainable materials in its apparel.

Target Audience(s):

a. Primary Audience: Fitness enthusiasts, yoga practitioners, and any sports and wellness-conscious individuals

b. Secondary Audience: Environmental activists, socially conscious consumers, and customers who are interested in supporting brands that prioritize sustainability and community wellness.

c. Tertiary Audience: Employees, partners, local communities

Channels and Tactics:

a. Social Media (Instagram, TikTok)

Utilize these channels to highlight behind-the-scenes moments, share user-generated content, and raise awareness of the initiative. Leverage hashtags like #LululemonCares and #WellnessForAll to boost visibility and engage with the community while featuring success stories of participants who have benefited from the program.

b. Lululemon Webiste and Blog

Feature the CSR initiative in a detailed blog post that highlights its community impact and long-term benefits. Additionally, create a dedicated section on the website to track the initiative’s progress, share information on upcoming events, and promote products that align with the cause.

c. Partnership with Influencers

Collaborate with wellness influencers and athletes who share the same values to amplify the campaign message.

d. Email Newsletters

Send regular email updates to Lululemon’s subscribers with event details, progress reports, and calls to action encouraging participation.

e. Local Events and Collaborations

Host wellness events in key cities, such as Vancouver, the headquarters of the company, and Toronto, the city where they host many of the wellness events in Canada, to connect directly with the community, providing free yoga classes, mental health workshops, and sustainability talks.

Evaluation Methods:

a. Engagement Metrics

Measuring engagement on social media, such as likes, shares, and comments, and website traffic will assess interest and interaction.

b. Event Attendaance and Participation Rates

Tracking attendance at Lululemon-sponsored events and wellness workshops will show how many stakeholders were interested in the activities that the company hosted. 

c. Customer Feedback

Collecting qualitative data from customers through surveys, social media, or Google Map reviews for each store will help the company understand the impact of the CSR initiative.

e. Sales Impact

Analyzing any potential increase in sales of sustainable products or event-related merchandise will showcase how their activities are being successful and impact the stakeholders. 

2. Press Release

2. Press Release

Headline: Lululemon Launches New CSR Initiative to Empower Communities Through Wellness and Sustainability

Subheadline: The global athletic brand takes bold steps to foster a diverse community, mental health support, physical wellness, and sustainability in local communities, starting this May.

Vancouver, BC – Lululemon is proud to announce the launch of its new Corporate Social Responsibility (CSR) initiative aimed at empowering local communities through a commitment to inclusivity, wellness, and sustainability. Starting this May, the initiative will offer free diverse weekly fitness classes, wellness workshops, and mental health resources, with a focus on making wellness accessible to all, regardless of financial barriers and personal background history, at University of British Colombia. The initiative will also take steps to further Lululemon’s sustainability efforts by expanding its use of eco-friendly materials in its products and reducing its environmental footprint.

“We firmly believe that our Company is responsible for exploring and implementing real and tangible strategies and solutions, both within and across our collective,” said Calvin McDonald, CEO of Lululemon. In alignment with the company’s core values of inclusion, diversity, equity, and action, Lululemon is working with local partners to provide free wellness workshops, yoga classes, and mental health support across various cities. This initiative reflects the brand’s commitment to fostering a culture of respect, belonging, and positive change within the communities it serves.

“We are making strides on both global and local levels. We continue to advance equity in wellbeing through movement, mindfulness, and connection. Through the Lululemon Centre for Social Impact, we are on schedule to reach 10 million people with wellbeing tools and resources by 2025.” said, Esther Speck, the Senior Vice President of Sustainable Business and Impact. She continues, “We continue to advance work against our science-based climate targets.” Through focusing on sustainability, one of their CSP initiatives, they aim to contribute to SDGs and improve the local environment.

About Lululemon

Lululemon is a leading brand for individuals around the world who are committed to living a healthy and active lifestyle. They are driving their growth through the Power of Three ×2 strategy, which focuses on Product Innovation, Guest Experience, and Market Expansion. With a strong dedication to innovation, inclusivity, and sustainability, Lululemon empowers individuals to live with strength, balance, and purpose.

Call to Action

Lululemon invites the community to be part of this journey. Whether it’s through joining our fitness class, wellness workshop, or purchasing our eco-friendly products, every step contributes to a healthier, more connected world.

For more information about the initiative, upcoming events, or how you can get involved, please visit https://corporate.lululemon.com/about-us or follow us on social media https://www.instagram.com/lululemon/. 

Contact Information:

Aiko Uehara CMNS 3550 Student

ueharaa19@mytru.ca

3. Blog Post

Empowering Communities: Lululemon’s Commitment to Inclusivity, Wellness, and Sustainability

At Lululemon, we believe that wellness is as significant as physical fitness. It’s about the mind, body, and community coming together to create a more fulfilling and balanced life. That’s why we’re thrilled to introduce our latest Corporate Social Responsibility (CSR) initiative, designed to make wellness more accessible to everyone, regardless of a person’s background or financial situation.

Every step counts, and this initiative is another way we’re working to drive and inspire positive change in the world. Whether it’s offering free fitness classes, providing mental health resources, or promoting sustainability, we are on a mission to empower individuals to live their best lives.

Why This Initiative Matters

At Lululemon, our priority is the people who support us, including customers, employees, and local communities. Therefore, mental well-being is just as important, but people in need don’t have access to the resources that can help them achieve both. That’s where our initiative comes in.

Through free weekly fitness classes, wellness workshops, and mental health resources, we aim to provide individuals with tools to care for themselves, both physically and mentally. By partnering with local organizations, we’re making sure these programs reach those who might not otherwise have access to them. 

We’re also passionate about sustainability and believe it’s critical to consider the long-term health of our planet while promoting individual well-being. As part of this initiative, we’re expanding our use of sustainable materials and continuing to reduce our environmental footprint. By supporting both mental and environmental health, we hope to create a ripple effect that will inspire others to think about their impact on the world.

The Impact on the Community

The impact of this initiative goes far beyond just offering a free yoga class or a mental health workshop. It’s about fostering a deeper sense of connection and community, where everyone feels supported and empowered to take care ofthemselves.

One of the most exciting aspects of this initiative is how it brings people together. In every city we host these workshops and classes, we’re building a community of like-minded individuals who support each other’s well-being. We’re creating spaces where people can connect, share stories, and lift each other up.

Sustainability: The Key to Lasting Change

As we work to improve the wellness of individuals, we can’t forget about the health of our planet. Lululemon has always been committed to sustainability, and this initiative is no exception. By using organic fabrics, recycled materials, and eco-friendly production processes, we’re doing our part to reduce waste and ensure that the products we create are just as good for the planet as they are for you.

We all have a responsibility to take care of our environment, and by choosing Lululemon, you’re supporting a brand that is actively working toward a more sustainable future.

Get Involved: Join the Movement

This initiative is just the beginning, and we want you to be part of it. There are so many ways you can get involved byattending our events, spreading the word about the initiative, or choosing products that support our sustainability efforts.Together, we can create a lasting impact on both individual wellness and the health of our communities.

Visit our website to learn more about the initiative, discover upcoming events near you, or find out how you can support the cause. Your participation is what will help us continue to build a more inclusive, supportive, and sustainable world for all.

[Press Release]

Headline: The Relaunch of The Omega: A New Chapter for TRU Student Newspaper

Subheadline: Join us on April 10th to celebrate the new beginning of The Omega with speeches, resources, and a vision for the future of student journalism at Thompson Rivers University. 

The event will held from 12:00 pm to 3:00 pm at TRU Clock Tower, Room 200. In addition, it will bring together students, faculty, and the wider TRU community to mark the renewal of the campus’ most trusted source of event news, commentary, student culture, and campus publications. 

The relaunch event will feature Sean Brady, Manager of The Omega, and Robert McAlaster, Editor-in-Chief, who will deliver insightful speeches reflecting on the impact of the newspaper, its current role in student life, and its vision for the future direction. This event will also include a different mix of entertainment and engagement, such as live music and interactive booths, designed to provide resources on journalism and TRU events, which offer an engaging experience for attendees for a deeper connection with TRU and The Omega. 

“We, The Omega Team, are passionate about TRU. We want everyone, including you, to remember TRU,” said Robert Mcalaster. He continues, “If you are passionate about your article, the reader will be passionate as well.” The Omega’s mission is to serve as a reliable news source for students while promoting a sense of connection and engagement on campus. More specifically, The Omega covers current events, sports, arts, and the diverse stories that make TRU a vibrant community. In addition, the publication aims to ensure every member, who is part of the TRU community, feels included and represented. By showcasing the achievements of students and faculty, The Omega is dedicated to fostering a collaborative environment where journalism thrives.

Event Details:

Date: Thursday, April 10th, 2025

Time: 12:00 PM – 3:00 PM

Location: TRU Clock Tower, Room 200, Kamloops, BC

Additional Features: Live music, interactive booths, speeches by Sean Brady and Robert McAlaster

About The Omega:

The Omega is the independent student newspaper and news website of Thompson Rivers University, offering free content created by TRU students for the entire TRU community, including students, faculty, and staff.

Call to Action:

Don’t miss out on this exciting relaunch event on Thursday, April 10th! Come celebrate the new chapter of The Omega and learn more about the TRU community, opportunities, campus events, news, sports, arts and culture, and more. For more information, please visit https://theomega.news.

Contact:

Aiko Uehara CMNS 3550 Student

ueharaa19@mytru.ca

[Distribution Plan]

To distribute the press release and ensure it reaches as many people as possible, I plan to share it in five different ways. 

1. TRU’s Official Website

Partnering with TRU Learning Technology and Innovation, they will be able to post on the TRU official website. This will guarantee the TRU community, including students, faculty, staff, and new students who are interested in to journalismprogram, is notified about the event.

2. TRU World Email Release

Partnering with TRU World to distribute the press release through email. This will ensure the TRU community, including students, faculty, and staff, is informed about the event and encourages them to attend it. 

3. Local Media Outlets

Sending a press release to local media, such as Kamloops Radio and CBC Kamloops, will help broaden the event’s reach to local communities, including families, which will help distribute to the students from TRU, and encourage them to join the relaunch.

4. TRU Official Social Media

TRU has multiple social media platforms, such as different accounts on Instagram and X, so distributing using differenthashtags, such as #TRUJounalism and #TRUOmega, could increase engagement and visibility. Since Social Media is the main platform for students to find resources, it will be the best platform to get more attendees. 

5. Campus Bulletin Boards and Flyers

Printing and posting copies of the press release on campus bulletin boards and in high-traffic areas, such as the library and Old Main, will help raise awareness among students who do not check emails or social media frequently. 

[Distribution List]

1. TRU World: TRU World has a connection with many different departments and students, including international students, so they will help distribute the press release and increase the number of attendees. 

2. TRU Learning Technology & Innovation (LT&I): They have access to the TRU official website, so they will be able to create a webpage and put a press release on the TRU official website. 

3. TRU Faculty Members and Professors: They can send an email and post the press release on their Moodle so that students will be aware of the relaunch and letting the professors know about the relaunch will increase the number of attendees. 

4. Kamloops Radio: Local news will help reach out to the local families at Kamloops who might have people involved in TRU which leads to getting more people for the relaunch.

5. Campus Radio CFBX: Campus Radio will be able to share the press release via their channel with the audience, such as students and faculty members, who are consistently listening to the radio. 

6. TRUSU: The TRU Student Union has many clubs, which involve many students. They will help distribute the press release via the community board or on their website and more people will join the event. 

7. TRU Social Media Ambassadors: They create content for the TRU Instagram posts and reels. Collaborating with them will be helpful in distributing the press release and announcing the relaunch to invite more people. 

8. TRU Journalism and Communication Class: Students who are taking journalism and communication classes might be interested to know more about The Omega and other opportunities related to journalism during the event.

9. Local Event Planners: Collaborating with them will help expand the interactive booth and decorate the room to attract the audience.

10. LinkedIn (The Omega’s Page): For a more professional approach to attracting faculty, alumni, and potential student contributors, posting the press release on LinkedIn will get attention.

11. TRU Bulletin Boards: TRU has multiple bulletin boards across campus, such as in Old Main, the Arts and Education Building, and the House of Learning, which will promote to more students and faculty members who are not actively checking their emails or social media.

12. TRU Library: TRU Library is deeply connected with students from different programs, and they can share information about the event.

13. TRUSU Journalism and Communication Club: Students who are involved in the club might know about The Omega, so sharing about the event will increase the number of attendees.

14. TRU Residences: Reaching out to TRU residences and asking to share the press release will bring awareness of the event since there are students from different program lives. 

15. Food Services Across Campus: Asking them to hang the flyers will bring awareness among students and faculty members about the event and gain more attendees.

This strategy will ensure that the press release reaches key stakeholders, specifically the TRU community, maximizing awareness and attendance for the event.

In this post, I will be posting my assignment for the semester.

More specifically, there are three assignments, including a press release, communications plan, and media kit.

In the press release assignment, I will represent The Omega student newspaper by creating a professional press release to announce The Relaunch of The Omega, scheduled for April 10th. In addition, I will propose a distribution strategy to maximize the press release’s reach and impact.

In the communications plan assignment, I will be developing communication plans that highlight an existing Corporate Social Responsibility (CSR) initiative from a real organization based in British Columbia.

In the media kit assignment, I will be creating a professional digital media kit for an organization featured in the film Little Burgundy (NFB, 1968) and developing a communications plan for an associated blog campaign.