Some details
The United Way exists to strengthen communities by providing support for children, immigrants and vulnerable populations. For over 40 years, Climb the CN Tower had been a signature fundraising event for The United Way, however the event had been experiencing a year over year softening in public participation. In July 2017, The United Way and media marketing firm The Collective hired Aegis to reinvent the aging event brand. From
the start, the intention wasn’t simply to refresh the brand, but to establish a new platform for engagement.