The Power Workers’ Union was looking for a way to boost engagement with its membership and the communities it serves, and increase awareness of who the Union is to the wider public. Our team worked to develop a partnership campaign with the Toronto Maple Leafs alumni that would help to maximize the Union’s visibility and reach, attract the interest of members and improve overall engagement in union initiatives and events. The campaign launched in the 2017/2018 hockey season and will continue until 2020.