Better late than never, right?
So if you didn't already check out the coverage, the second annual National Me to We Day was a major success. Student attendance was up from 7500 to 8000, packing Toronto's Ricoh Coliseum for a day of motivation and inspiration.
A lot of what made last years event such a success remained the same: the show was hosted again by by Ben Mulroney, featured return speakers such as MTV's Jessi Cruickshank, the cast of Degrassi the Next Generation and former child soldier Michel Chikwanine and was filled with a variety of live musical talent (including the newest Canadian Idol winner). In fact, in a lot of ways, the event was structured pretty much the same way as the first event (even from a two-time volunteer's perspective, the experience was very similar). There were a lot of new acts and speakers and the focus was very much on the impact that was made by youth who became a part of the Me to We movement through the first event.
While the event has clearly proven to be successful two years running, good PR tells us that where large scale events are concerned, you need to shake things up to keep people coming back for more. So what does Free the Children have in mind for next year? They're thinking big: Air Canada Centre big. 14 000 students are expected to fill the new venue next year along with thousands more in Vacouver for a sister Me to We Day on the western coast, truly making it a national event.
What else did we see from the Public Relations Perspective?
The Toronto Star ran yet another special the day of covering not only the event, but various Free the Children initiatives and practices for the globally aware (you can watch a video on the event on the link). The event was also broadcasted as a special this past weekend on CTV.
Free the Children used Me to We Day used the event as an opporunity to kick off their 100 School Challenge, ensuring a large audience for this glamourous launch. They have also turned the Me to We philosophy into a fresh and full out movement, revamping the Me to We website in a way that keeps all related info centralized and providing all youth involved connected. In keeping the inside onside, they also recognized the value of their volunteers as opinion leaders and provided each with a copy of the bestselling book on which the social philosophy is based.
So it's pretty safe to say (and I feel like I probably should) that I'm defintely biased here. Still, when you sit back and take it all in, you need to give them credit. Once again, National Me to We day has proven itself as a phenomenal example of large-scale, event-style PR in the non-profit world! Kudos!
