Our Contributions
On September 24, 2022, Hurricane Fiona devastated communities across Atlantic Canada marking it as one of history’s most severe climate disasters. This catastrophic event devastated communities, uprooted families and demolished homes, infrastructure, and thousands of trees.
‘Made from Fiona’ was a proactive response campaign that transformed fallen trees into symbols of resilience and hope—raising money for a community struggling to rebuild.
We partnered with three exceptional East Coast artists to create compelling works of art that were auctioned off on the one-year anniversary of the storm.
Each artist infused their work with deep personal connections to the storm and their communities, harnessing the power of storytelling to craft impactful, narrative-driven art. This approach not only drove fundraising efforts but also captivated national media attention, underscoring the profound bond between creativity, resilience, and collective recovery.
Our online auction raised a total of $37,700 that went directly to United Way Halifax for rebuilding efforts.
Not only did this money provide critical support for food, shelter, mental health services, and home repairs for communities still struggling in the aftermath of the storm, but “Made From Fiona” was also dubbed an ‘artistic silver lining to the aftermath of Fiona’ by the media, turning a predominantly negative narrative into a beacon of hope and community pride.
‘Made From Fiona’ garnered unprecedented earned media coverage for Timberland® Canada.
The story was covered by over 65 news outlets nationwide, highlighting the relevance and impact of our narrative and our support for East Coast communities. Our artists were interviewed by national media outlets, including The Canadian Press, CBC’s As It Happens podcast, Global News Morning Show Live, and Sharp magazine.
+489%
Increase in social engagement
+1,676%
Earned media vs. paid investment
65+
News outlets covered the story
+53% YoY
Traffic increase to Timberland.ca
