United Way
United Way

Ridiculously fun fundraising.

The local United Way was looking for our help to create a knock-out campaign concept. We stepped up to the challenges. All eight of them.

The United Way of Southern Interior BC is focused on supporting kids, igniting possibility, and building strong, healthy communities.

One of their initiatives is CODEanagan, which provides opportunities in the tech sector for disadvantaged youth. Through learning and mentorship, CODEanagan sparks imagination and aspiration among a group of young people who likely wouldn’t otherwise pursue a career in tech. To help raise awareness and funds for this important initiative, they engaged us to create a knock-out campaign concept. We stepped up to the challenges. All eight of them.

Creative Strategy

Kick-starting young tech talent.

There’s an undeniable energy in the Okanagan tech industry. Exciting things are happening and the sector is growing fast. But in order to thrive, the region needs a continuous influx of young talent. Enter United Way’s CODEanagan program, which helps youth to build their tech skills, inspiring the next generation of tech talent.

Our shared goal was to help United Way bring attention to their important cause. We needed a fresh fundraising campaign to get people excited about the future of Okanagan tech.


Introducing the Super Mega Ultimate Techathlon

We wanted to avoid the typical heart-string-tugging charity angle. So we brought the local tech industry together for some friendly competition. And because we knew it had to be super fun, we took it to the next level (think Rainbow Road level in MarioKart).

Ridiculous Challenges
Amazing Cause


Full-on fun for eight weeks straight.

The campaign concept got companies involved in a series of sponsored challenges with bragging rights on the line – all in the name of the CODEanagan cause. Some of the challenges included a stock photo contest, digital scavenger hunt, and an audio remix challenge. We developed vibrant marketing materials to support the campaign. This included the landing page, sponsorship and participant packages, a press release, social media assets, and more. It all had to be consistent, and it had to be ultra fun.


There’s no ‘i’ in tech.

We developed a landing page for the campaign that’s as fun and colourful as the challenges themselves. The landing page features key details about the weekly challenges and an updatable leaderboard of the top teams. It also features event ticket info and The United Way’s key partners. Most importantly, it connects back to the CODEanagan cause – the whole reason for the campaign in the first place.

We also developed a custom interface for the digital scavenger hunt challenge. It spanned six different partner websites and led participants through an amusing Okanagan-inspired online journey.

Campaign Support

Starting and ending with a bang.

The campaign kicked off with a Super MarioKart tournament in the Innovations Centre theatre. It was epic. We ended the eight weeks on a high note with a raucous rock-paper-scissors tournament. These live events brought people together and provided extra fundraising opportunities. Win-win. Our team volunteered at these live events to help ensure they ran smoothly.

Twirling Umbrellas led the Techathlon creative and event strategy and provided us with an enormous amount of support above and beyond our expectations.

Marianne Dahl, Marketing & Events Manager

Final Thoughts

Every step of the way.

From the initial concept to the closing ceremonies, we supported the United Way at each critical communication point over the campaign. The team at United Way bravely pursued something that was outside the typical box for charities, and we were proud to be a part of it.

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