Glow With
Purpose.
Transforming a clinical fundraiser into a community ritual of light
The Problem
Youth mental health support often feels distant. Upstream Ottawa provides critical help for youth in crisis but lacks the visibility and emotional pull of larger charities. Because of this, the challenge was to create a joyful, family-friendly event with real meaning.
The Insight
People engage more deeply with causes when participation feels emotional and communal, not just transactional. Research shows that experiences fostering belonging and shared purpose drive stronger support than donation-only appeals.
The Strategy
Reimagine the fundraiser as a family-friendly Festival of Light. Make participation feel like joining a joyful celebration together.
Digital Experience
A glowing digital space that mirrors the festival atmosphere
Visualizing Support
Turning invisible struggles visible
Transparent Giving
Clear value beyond entry
Strategic Impact
Emotional
Shifts motivation from obligation to hope
Visible
Gives visibility to a local crisis center
Uplifting
A collective exhale for the community.