When the federal government announced plans to cut
critical HIV & AIDS funding, the AIDS Committee of Toronto
(ACT) was left facing both an existential threat and an
urgent communications challenge.
Despite being one of Canada’s largest HIV & AIDS service
organizations, ACT struggled with low brand recognition,
a limited budget, and a donor file that couldn’t sustain
long-term financial independence. The stakes were high.
And the timeline was short.

That’s where Public Outreach came in.

Our Strategy: Lead With Urgency, Convert With Humour, Deliver With Discipline

We knew this wasn’t just a fundraising problem — it was a
visibility problem, an advocacy problem, and a conversion
problem. So we designed an integrated digital lead conversion (DLC) campaign with one strategic goal: build a base
of support that could outlast the crisis.

We deployed a 3-channel, rapid-response funnel:

• Paid social to attract new supporters with provocative, values-driven messaging
• Email cultivation (executed by ACT) to deepen engagement and reinforce urgency
• Telefundraising conversion to activate new leads as committed monthly donors

To succeed, we needed creative that could cut through the noise. So we got loud.

Creative That Doesn’t Pull Out

From the outset, we embraced ACT’s willingness to take risks. Our concept hinged on a simple idea: if you want people to care, don’t play it safe.

The campaign used tongue-in-cheek, sex-positive messaging to generate buzz, spark shares, and shift attitudes about a stigmatized issue — all while driving real action.

Lines like:

• “A 250% increase in the need for our services. But the government is pulling out.”
• “Sex is sexy. Funding cuts aren’t.”
• “The pull-out method doesn’t work — for sex or for government funding.”

Combined with bold, text-based creative and illustrated visuals, these messages drew a clear line between playful and pointed — and positioned ACT as a credible, unapologetic voice for justice.

What We Delivered — And Why It Worked

Over a 6-week sprint, we transformed a modest budget into major impact:

Campaign Outcomes

• 5,127 new digital leads acquired via Facebook, Instagram
• 1.3 million social impressions
• $4.42 cost per acquisition (CPA)
• 4,924 callable leads (96% call-ready rate)
• 131 new monthly donors, generating $2,187/month in sustainable income
• 11% conversion rate via telefundraising — a strong result for a first-time campaign

What Made It Work

• A simple landing page with strong text that delivered the most conversions at the lowest cost
• Urgent, problem-focused ad copy designed to stop scrolls and start action
• Location-based targeting that beat out traditional lookalike audiences
• Interactive email tactics (petition sharing, quizzes) to drive deeper engagement

The Bigger Picture: A Blueprint for High-Impact Advocacy

This wasn’t a campaign that won on budget. It won on strategy, clarity, and courage. It’s proof that you don’t need to be the biggest organization in the sector to make a measurable impact. You just need:

• A smart funnel
• A bold message
• A partner who knows how to bring them together

At Public Outreach, we help mission-driven organizations find their edge — and use it to grow influence, income, and impact.