Toronto Police Association
Keep Toronto Safe
Strategy
2023-2024
Overview
Through a strategic, citizen-focused campaign, Blue Door helped turn public awareness into action to help secure a proposed budget increase for the Toronto Police Association.
Facing rising crime rates and dangerously long police response times, the Toronto Police Association needed to ensure the City approved its full $20M budget request to recruit new officers. Blue Door designed a strategic, omnichannel campaign that combined emotionally compelling storytelling with precise targeting across digital, traditional, and grassroots channels. Through a dedicated microsite, programmatic and social media ads, radio spots, and earned media coverage, the campaign placed citizens at the heart of the message, showcasing real-world emergencies and the stark consequences of delayed police response. In just eight weeks, the initiative built overwhelming public support, influenced key decision-makers, and successfully reversed a proposed budget shortfall. The result: Toronto City Council approved the full $20M budget increase, strengthening public confidence in the TPA and positioning it for success in 2024 Collective Bargaining.
Scope of Work
Creative Design
Developed strategic, attention-grabbing creative that highlighted real-world emergencies and the consequences of delayed police response.
Microsite Development
Built a dedicated microsite enabling Torontonians to find their city councillor and send a pre-populated message of support in just a few clicks.
Digital Advertising
Ran programmatic display and META ads targeting Torontonians to increase touchpoints and drive engagement with the campaign online.
Radio Advertising
600+ prime-time radio spots created consistent exposure across platforms and reinforced messaging to keep the issue top-of-mind.
Brand Lift Study
Conducted a brand lift study to measure awareness and public perception of the Toronto Police Association before and during the campaign.
Results
Impressions & Thousands of Conversations
Generated massive awareness across digital, social, OOH, and earned media, sparking widespread discussion and 272 earned media placements.
Unique Website Visitors & Repeated Engagement
The campaign drove 48,000+ unique visitors to the microsite, +91% over target, reinforcing messaging and educating citizens on police funding.
Direct Citizen Actions
Torontonians sent emails and made calls to city councillors and the Mayor, achieving 156% of the campaign target.
Massive Awareness and Public Conversation
Over 71 million impressions across digital, social, OOH, and earned media, 238% above target, sparking thousands of conversations across platforms and generating 272 earned media placements across broadcast, radio, print, and X.
Citizen Mobilization
Over 2,556 emails and phone calls sent to city councillors and the Mayor, achieving 156% of the campaign target, with a 20.44% email conversion rate. The microsite also drew 48,000+ unique visitors (+91% over target), providing a central hub for engagement and citizen action.
Repetition and Engagement Across Channels
Digital ads were seen an average of 6 to 13 times per person, complemented by 600+ prime-time radio spots, creating consistent exposure across platforms and maximizing message retention.
