UM Winnipeg Free Press Wrap

Before the pandemic changed the world, a newspaper wrap was scheduled to run on April 4, 2020 to showcase the impact of the $626,260,909 Front and Centre campaign for the University of Manitoba.

Artwork and writing was developed by Kathryn Carnegie and Katie Chalmers-Brooks for UM Today Magazine. I collaborated with Katie to design the newspaper wrap that would be launched during a sensitive time to a large external audience.

This wrap beat 2900 entries from 27 countries to win a 2021 Gold award for the CASE Circle of Excellence Award for Publications: Fundraising - Individual Fundraising Publications.

Artwork by Kathryn Carnegie was adjusted and reformatted to lay out the newspaper wrap.

The cover incorporated the "burst" graphic element, indicating ideas coming together to create impact.

The inside spread of the newspaper wrap showcased various impact stories and statistics.

The colouring, column structure, and registration of newsprint had to be considered for this high profile asset.

This piece wanted to focus on gratitude to the wider community, while also highlighting stories of impact.

CASE Gold Award Excerpts from Website

From the Nominator

In 2015, the University of Manitoba launched its Front and Centre Campaign, with a goal of raising $500 million, making it the largest philanthropic campaign in Manitoba’s history. During the five years that followed, this campaign touched nearly every corner of our campuses, rallied community leaders, and engaged thousands. To celebrate its successful conclusion, we knew we wanted to reach each of the 62,075 donors who have taken their place to transform UM and magnify its impact in our province and communities around the world. We also wanted to celebrate and share these campaign impact stories with our broader local community, those who will benefit for years to come. To do so, we worked in partnership with our province’s flagship newspaper, the Winnipeg Free Press, to produce a 4-page wrap around the Saturday, April 4, 2020, edition, published two days after our virtual wrap event. What began as a complementary tactic to support a larger wrap event turned into a primary communication tool in light of the global events that occurred during its creation.

From the Judges

We loved the innovative partnership with a local newspaper to include the entire community in their message and success. The piece itself is short and digestible, which is perfect for the audience. It is also well-written to show strong impact, and the graphic representation grabs the reader's attention. This was a truly unique way to handle closing a campaign during a pandemic, but could be an effective approach even after the pandemic.

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