MOUNT PLEASANT GROUP
PHASE 1
200 stories for, 200 years of MPG
Social MEDIA Campaign
APRIL, 2024
OBJECTIVE
To restore confidence in MPG and persuade individuals to select MPG over other service providers for MPG's Bicentennial Anniversary.
IDEA
Share 200 stories of extraordinary individuals resting at MPG who shaped our city’s history for 200 years of MPG
Insight
The story of MPG is the story of Toronto
Phase 1 begins by gathering stories of individuals laid to rest in MPG cemeteries: through archives, friends and families and community members. These stories will represent a diverse group of individuals in order to reach all audiences.
Gathering
The next step is to inform and spread the word about the 200 Stories for 200 Years of MPG.
This will involve announcements at MPG events, digital and out-of-home ads, collaborations with industry/community partners, and potential media coverage by outlets like BlogTO and Toronto Star. Through these channels, we aim to reach a broad audience and generate
enthusiasm for our storytelling initiative.
PROMOTING
In the final stage of Phase 1, we’ll share 200 diverse and inspiring stories via social media throughout the year. These captivating tales aim to engage our audience and encourage visits to the MPG cemetery, where visitors can learn more about the individuals laid to rest and their lasting impact on the community.
SHARING
PHASE 2
Phase 2 of the campaign initiates at the cemetery parks, where participants are offered an audio-book where they can listen to the stories of the individual honored that week in the cemeteries they now lay to rest in. This experience will enrich their tour of the park, immersing themselves into the life of individuals while they walk the beautiful grounds.
As participants navigate the grounds, they may pay respects to the grave of the individual who’s story they are listening too, which will be adorned with decor for easy identification.
This initiative brings people together to celebrate lives and community at Mount Pleasant, while also highlighting MPG’s historical significance as an integral part of Toronto’s heritage.
Participants can engage by sharing letters of respect to those they visit either on-line, or in person through a “Leave a Letter” booth.
Phase 3 of the campaign introduces a virtual world for individuals unable to visit the cemetery or opting for a virtual tour. We’ll create a 3D map of the entire cemetery, featuring short stories about each individual above their tombstone.
This provides insight into the lives of the inspiring individuals who have shaped Toronto and Mount Pleasant Cemeteries. Participants can engage by sharing letters of respect to those they visit either on-line, or in person through a “Leave a Letter” booth.
PHASE 3
Through keyword analysis, our system will allow users to find specific individuals graves, as well as connect like-minded individuals, fostering a strong community connections.
Introducing augmented reality (AR) to the Mount Pleasant Groups campaign would not only engage participants with advanced technology but also align with the goal of staying current with changing-times while honoring the cemetery’s perpetual significance.
A campaign by
Ishaan Bhasin and Avery Jenkins