Archive for September, 2017

Brookline Takes a Stand Against Human Trafficking with #NotinMyCity Campaign

Monday, September 25th, 2017

Lisa Libin, Vice President

Brookline has had the honour of working with country music superstar, Paul Brandt, for more than six years and when he approached us to support him on his anti-trafficking campaign, #NotInMyCity, we couldn’t wait to be a part of this important initiative.

#NotInMyCity is a campaign geared towards raising awareness of Human Trafficking in Calgary, with a focus on sexual exploitation. Trafficking activity has been documented by police at large entertainment and sporting events like The Juno Awards and the F1 Race showing that these events including the Calgary Stampede, are targeted specifically by traffickers. ?The campaign aims to raise community awareness, shine a spotlight on existing resources , and provide strategies to the community to stand up against human trafficking.

Brookline provided pro-bono media relations for this initiative, with the goal of using press as a conduit to engage the Calgary community as they stand together and say “no more” to human trafficking. Working with Paul Brandt as well as Canadian designer Paul Hardy, Sheldon Kennedy, local celebrity Dave Kelly, as well as former MP Joy Smith, the Calgary Police chief and the City of Calgary, Brookline managed a press conference to officially launch the campaign in Calgary.

The event was held the day before the Calgary Stampede started and had a strong cowboy-theme, given the timing as well as Paul Brandt’s roots. Media were invited to hear Paul’s personal story around witnessing child trafficking when travelling abroad, and also learn of local stories and statistics that demonstrate the importance of taking a stand against human trafficking, ultimately saying #NotInMyCity.

Every media outlet was in attendance for this event including Post Media, CBC, CTV, Global and the Calgary Sun. Not only did awareness span the city, but representatitves from other major cities across North Amercia heard about the campaign and began phoning to inquire how they can launch a similar initiative in their cities.

Media and influencers were asked to tweet using the hashtag #NotInMyCity which was trending on Twitter, and bandanas and scarves designed by Paul Hardy were sold with proceeds going towards awareness initiatives. The design was also displayed on a chuckwagon driven by driver, Chad Harden, during the races at the Stampede.




Lisa Libin is Vice President at Brookline Public Relations. Lisa loves a good crisis (as long as it’s not a personal one!) and has vast experience in issues management and brand reputation issues, working with local and global communications teams to handle ongoing and current industry issues.

A Century Celebration with Maclin Ford

Friday, September 22nd, 2017

Ashlee Smith, Account Executive

August 2017 marked the 100th anniversary of Maclin Ford here in Calgary which is one of our city’s longest standing businesses. Can you imagine 100 years ago? The Calgary Stampede was in its infancy stages celebrating its sixth year running and Calgary’s first female alderman, Mrs. Annie Gale, was elected. How times have changed!

To celebrate this monumental milestone, Maclin Ford invited clients, friends and family to a commemorative anniversary party and enjoyed sharing memories of the company, and the Maclin Ford family, as well as entertainment and food.

In line with their longstanding community investment legacy, Maclin Ford felt there was no better way to celebrate their 100 years in business than to give back to the community which helped them reach this milestone and donated $100,000 to local charities. The Calgary Women’s Emergency Shelter and the Alberta Children’s Hospital each received $50,000 donations from Maclin Ford.

Brookline was honoured to support Maclin Ford with event logistics and management, as well as media relations surrounding the event.

Congratulations, Maclin Ford!


Ashlee Smith is an account executive at Brookline Public Relations. Not a surprise to those who know her, Ashlee loves connecting with people and thinks learning is fun. Relationship building is her forte and she has solid work experience in media relations, marketing communications, community relations and event management.

I Scream, You Scream, We All Scream for (Sobeys) Ice Cream

Thursday, September 7th, 2017

Erica Morgan, Account Executive

This summer, Brookline was tasked with announcing Sobeys Inc.’s Canada 150 community investment campaign, Canada Screams for Ice Cream and its Kids Paying-It-Forward program. Brookline’s mandate was to build national and local awareness among media, social influencers, bloggers and the general public about these great community programs.



On June 24, Sobeys Inc. launched Canada Screams for Ice Cream, a one-day event inviting customers to visit local Sobeys, Safeway and IGA stores across Western Canada and make a $2 donation in exchange for a tasty ice cream treat. Proceeds then went to local youth-based charities and Sobeys Inc. matched funds to raise a total of $277,000.



Following a day of cool treats, Sobeys then began the roll out of its Kids Paying-It-Forward program, a special partnership between the Canadian grocer and participating charities to empower 150 kids to pay-it-forward to the charity of their choice. Selected kids received a $500 gift card to award to a community group that made a positive impact on their family, friends or neighbours.



Brookline’s strategy for both community investment programs included engaging traditional media, bloggers and social influencers as third-party advocates to help disseminate information to their followers in order to build buzz and increase overall community awareness of Canada Screams for Ice Cream and the Kids Paying-It-Forward program. Given this campaign was a Sobeys’ branded event, Brookline recommended leveraging key media contacts and bloggers to help speak to the charitable initiative and act as ambassadors on behalf of Sobeys. Brookline secured coverage from traditional, trade, online and social media across 17 markets, with over 100 stories being published throughout the country on both local and national scales.


– Erica Morgan is an Account Executive at Brookline Public Relations. She brings experience in the areas of event management, social media strategy and media relations.