UHN Subway Takeover
Guerrilla Activation with Yonge and Eist Agency
Overview
In collaboration with University Health Network (UHN), YE Agency executed a bold guerrilla activation within Toronto's TTC subway system to raise awareness about the critical wait times for organ transplants. This unconventional campaign aimed to generate impactful content and position our agency as an innovative partner capable of handling high-profile, real-world activations. In my role as Head of Production, I contributed both ideation and execution, in which I drafted our main concept, filmed and edited the campaign together.
The Challenge
Organ transplant wait times are a deeply emotional and urgent issue, yet public awareness often remains low. UHN sought a creative way to bring this reality directly to the public in a manner that was thought-provoking and attention-grabbing.
Strategic Approach
We leveraged the subway environment, a place where people naturally experience waiting, as a metaphor for the organ transplant waitlist. This created an immediate emotional connection.
The plan was to operate without official permission to add an element of guerrilla authenticity and edge. We anticipated potential intervention by TTC authorities, which could generate additional buzz and media coverage.
The campaign employed a multi-layered approach including:
- Visual statistics illustrating organ transplant wait times
- Interactive drawing boards inviting public engagement
- Posters in bus shelters paired with flyer distribution to extend reach
Video content was developed on-site, capturing authentic reactions and tying the physical environment to the transplant wait theme.
Execution
Our team activated key TTC locations, strategically placing creative elements that reinforced the campaign's metaphor.
We maintained a low profile to avoid immediate shutdown but were prepared to leverage any response for further publicity.
Outcome and Impact
The guerrilla activation successfully generated significant public engagement and sparked conversations around organ transplant wait times.
The bold approach impressed both UHN and TTC stakeholders, leading to our agency (and UHN) securing official collaborations with the TTC for future campaigns.
This campaign demonstrated my ability to innovate within complex public spaces and deliver socially impactful messaging with a strategic edge.