Our approach was to create a whole movement out of a moment of time. We achieved this with the perfect blend of exposure for both the installation itself and Humanity’s mandate to make the world a better place. We garnered impactful coverage in traditional news and lifestyle press, then engaged like-minded Canadians to share the launch of the installation and Humanity’s mission. Plus, we established credibility with interview features of Masai Ujiri, leveraging his local ties to Toronto and his passion for the Humanity movement.