Sir Richard Branson and Glee’s Cory Monteith were part of Vancouver’s Virgin Mobile RE*Generation and Virgin Unite movement to bring star-power to the critical issue of youth homelessness in Canada. Together, they announced important donations and support for both the Broadway Youth Resource Centre and Project Limelight. We developed and executed the media relations strategy, event management and one-on-one interviews with Branson and Monteith.

Despite a major announcement that morning with Branson, and an under-construction media venue, we delivered a success story that saw 20+ journalists and camera crews generate more than 25 million impressions, bringing public awareness to Virgin Mobile’s unique CSR initiatives.

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