Communications Plan

Overview

The LBCC blog will be the main storytelling and engagement platform for the Community Housing Justice Week.  The goal is to bring attention to both past and present housing struggles, enhance community voice, and start conversations with stakeholders.  All of the content will be published at www.littleburgundyvoice.org/blog alongside additional social media promotion and the LBCC newsletter.

Key Spokepeople

• Janet Williams, LBCC Communications Director
• Paul Baptiste, retired mechanic and former committee member
• Tasha Simons, youth artist and housing advocate
• Dr. Kareem Jules, urban studies professor

These individuals will provide expertise and insights on blog posts, interviews, and behind-the-scenes content.

Blog Post Ideas

1. From Demolition to Determination: A historical look at Little Burgandy’s past activism, featuring photos, video clips, and testimony from those that were there.
2. Bricks and Belonging: A photo essay showcasing the youth-led mural
3. Who Gets to Stay: An interview with Dr. Jules discussing racial inequality in Montreal housing policies
4. We Were Here First: Audio stories from original residents who fought to keep their homes in the 1960’s
5. What Can We Do: A call-to-action post providing ways readers can support housing justice.

Content Callender

Engagement and Feedback

• Enable comments on all blog and social media posts
• Conduct an Instagram poll on favourite blog post
• Use Google Analytics to track blog engagement
• Add a feedback survey link at the end of each post

This feedback will help to guide future content.

Justification

This blog campaign strengthens the LBCC’s relationship with stakeholder by:

• Showcasing transparency
• Fostering emotional connections
• Offering value
• Aligning with community values

This is an image of one of the first LBCC meetings.

Author Credit: Unknown Photographer, public domain.

Usage Rights: Believed to be in the public domain. Used for educational purposes.

This is an image of Little Burgundy in the 1960’s.

Author Credit: Unknown Photographer, public domain.

Usage Rights: Believed to be in the public domain. Used for educational purposes.

• Dates: April 15–21, 2025, hosted in Montreal’s Little Burgundy neighborhood
• Organizer: Little Burgundy Citizens’ Committee (LBCC)
• Main Goal: Raise awareness about housing inequality and celebrate grassroots activism
• Inspired by Little Burgundy Documentary (1968)
• Key Events Include:
  • Film screening of Little Burgundy with panel (April 15)
  • Housing rights workshop with legal advocates (April 17)
  • Youth art show Bricks and Belonging (April 18–21)
  • Community storytelling blog launch (April 16)
  • Public walking tour of historic housing sites (April 20)
• Expected Reach: 2,000 in-person attendees + 10,000 online views
• Target Audience: Montreal residents, students, policymakers, media, and housing advocates
• Media hashtags: #HousingJusticeWeek #VoicesOfLittleBurgundy
• Blog platform: www.littleburgundyvoice.org/blog
• LBCC is a nonprofit with deep historical roots in urban renewal activism

For Immediate Release

“Voices of Little Burgundy” Launches Community Housing Justice Week in Montreal

A week-long initiative by the Little Burgandy Citizens Committee to help raise awareness of affordable housing issues and celebrate the resilience of the community.

Montreal, QC- April 15-21, 2025-

The Little Burgandy Citizen’s Committee (LBCC) has announced the official launch of the Community Housing Justice Week (CHJW).  The CHJW will include a week of public events, community workshops, and storytelling initiatives.  The Community Housing Justice Week will commence on April 15, 2025, and finish on April 21, 2025.  The goal is to bring attention to the ongoing fight for affordable housing in Montreal.  

The inspiration for this initiative comes from the LBCC’s enormous role during the urban redevelopment of Little Burgandy in the 1960’s.  The residents of Little Burgandy came together and organized themselves when the threat of housing demolitions and gentrification pressures came to their neighbourhood.  Instead of just rolling over they advocated for their rights and demanded community-led solutions.

“Our community has always had a voice.  This week is about making sure it’s heard,” said Janet Williams, spokesperson for LBCC.  “We want to honour people who fought for dignity in housing and reminded the city that housing is a human right.” 

Events that will be taking place throughout the week include a historical walking tour, a film screening and panel discussion, housing rights workshops, and a youth led art exhibition.  A new blog series that discusses past and present housing struggles in Little Burgandy will also be released.

Montreal is still seeing the effects of a critical housing crisis with the cost of renting or owning a home continuing to rise.  The LBCC’s campaign will show the effects that this crisis is having on working class communities much like Little Burgandy.

Community Housing Justice Week is an attempt at encouraging officials to consider sustainable community-centered housing models.

About the Little Burgandy Citizen’s Committee:

The LBCC was founded in the 1960’s by the Little Burgandy community.  The goal was to bring attention to and advocate for fair housing, resist displacement, and save their community.  Today the committee aids urban justice initiatives, organizes public forums, and empowers local voices through arts and media.

Contact:

Adam Calne

Public Relations, LBCC

adamcalne@LBCC.com

(777) 777-7777

Blog Post

BCLC’s Journey to Net-Zero

            At BCLC, we believe that when it comes to protecting our planet every action counts.  It is for this reason that we have taken on the ambitious goal of reaching net-zero greenhouse gas emissions by 2050.  Let’s dive into how we are going to achieve this goal and how you can be a part of it.

Our Commitment to the Environment

            Climate change is one of the most important issues that we as humans face today, and businesses big or small have an important role in addressing it.  By committing to a net-zero future, we at BCLC have enthusiastically taken on this responsibility.  We will be able to achieve our goal by balancing the amount of greenhouse gasses that we emit with the amount that we remove as we strive for a climate neutral operation.

            Our goal is a part of our larger Environmental, Social, and Governance (ESG) strategy that helps us to make sure our operations have a positive impact on both the environment and the surrounding communities.  We understand that environmental practices are necessary for both the health of our planet and the well-being of future generations. 

How We Plan to Get There

            Our journey to net-zero relies on an approach that includes reducing emissions, enhancing sustainability practices, and engaging with our community and stakeholders.  Some of the key strategies we have put into place are sustainable procurement, reducing carbon emissions, waste management, employee engagement, and community partnerships.  By putting these strategies together, we at BCLC truly believe we can reach our net-zero goal.

Why This Matters to You

            Our commitment to sustainability is about more than corporate responsibility, it’s about ensuring a better future for all.  Climate change affects every single person on earth, and only by working together can we make a difference.  By incorporating sustainable practices into your daily life, you help contribute to a healthier planet.

            Furthermore, if you engage with BCLC’s environmental initiatives, you can help to build a community that support environmental practices.  Every action from participating in clean up events to simply staying informed helps push the world in the right direction.

Join Us

By working together, we can achieve anything.  That’s why we are inviting our employees, partners, and community members to join us in our journey towards a net-zero future.  Your actions and ideas are valuable and can help shape the world.

Stay up to date with our journey by following BCLC’s sustainability updates on social media, participating in our community events, and learning more about our environmental goals.  Only together can we make a change.

Let’s work towards a greener tomorrow.

Press Release

For Immediate Release

BCLC Commits to Net-Zero Emissions by 2050

The British Columbia Lottery Corporation (BCLC) is excited to announce its goal of reaching net-zero greenhouse gas emissions by the year 2050.  This goal reinforces BCLC’s commitment to the environment as well as supporting the CleanBC goals.

“At BCLC, we recognize our responsibility to operate in a manner that benefits both our players and the planet”, said Greg Moore, the Board Chair at BCLC.  “Our commitment to net-zero emissions is a testament to our efforts to generate win-wins for the greater good”

In order to reach such an ambitious goal, BCLC has outlined several key initiatives.  The first initiative is sustainable procurement.  Sustainable procurement refers to the integration of environmental considerations into BCLC’s procurement process as a way of ensuring responsible sourcing.  Another initiative is employee engagement.  The goal is to encourage low-carbon commuting options as well as providing support for cycling and electric vehicle use through storage and charging facilities.  The third initiative is waste management.  BCLC aims to enhance its recycling and composting programs to effectively limit the amount of waste being dumped in landfills.

These three initiatives fall under BCLC’s Environmental, Social, and Governance (ESG) strategy that places a strong emphasis on responsible operations and community well-being.

“We are fundamentally changing the way that we do business,” stated Peter ter Weeme, Chief Social Purpose Officer and VP of Player Experience.  “This commitment to net-zero emissions is a critical step in our journey to operate for the greater good.”

BCLC encourages all stakeholders including, employees, players, and community members, to join them in their goal of environmental sustainability.  The only way to improve the environment for future generations is by doing it together.

About BCLC

            The British Columbia Lottery Corporation (BCLC) conducts and manages gambling in a responsible manner while also creating entertainment and revenue for British Columbians.  Since its establishment in 1985, BCLC has created over $26 billion in net income that helps support healthcare, education, and community programs around BC.

Contact Information

Adam Calne

adamcalneBCLC@hotmail.com

250-777-7777

Organization:  British Columbia Lottery Corporation (BCLC)

CSR Initiative:  Environmental Sustainability and Climate Action

1.  Key Messages:

• Commitment to Sustainability:  BCLC is committed to reducing its environmental impact and supporting CleanBC targets and commitments.
• Climate Action Leadership:  BCLC aims to reach net-zero greenhouse gas emissions by 2025, showing leadership in environmental responsibility.
• Community Engagement:  BCLC involves employees and communities in environmental sustainability efforts, encouraging environmental protection.

2.  Target Audiences

• Internal Stakeholders:  BCLC employees.
• External Stakeholders:
  • British Columbia residents 
  • Environmental organizations and advocacy groups
  • Government agencies
  • Media outlets

3. Channels and Tactics to Promote the Initiative:

• Internal Communication:
  • Company Announcements:  Consistent updates on all ongoing initiatives and progress.
  • Employee Training:  Education sessions on sustainable practices.
  • Green Teams:  Create employee-led groups to take on environmental projects.
• External Communication:
  • Press Releases:  Provide announcements that highlight key milestones and goals.
  • Social Media Campaigns:  Share stories, infographics, and videos that emphasize sustainability efforts.
  • Community Events:  Host virtual and in-person events that engage the public in environmental discussions.
  • Partnerships:  Collaborate with environmental groups and local communities on joint projects.

4. Proposed Evaluation Methods to Measure Campaign Success:

• Quantitative Metrics:
  • Employee Engagement:  Track Participation in education sessions and green teams.
  • Social Media Analytics:  Monitor likes, shares, comments, and reach of environmental related content.
  • Event Attendance:  Measure the attendance at community events.
• Qualitative Metrics:
  • Employee Feedback:  Use surveys to assess employee attitudes towards sustainability initiatives.
  • Public Perception:  Analyze media coverage and public comments to determine community sentiment.
• Environmental Impact:
  • Carbon Footprint Reduction:  Assess progress towards net-zero goals through emission tracking.
  • Waste Management:  Evaluate improvements in recycling and composting efforts.

Through the use of this in-depth communications plan, BCLC hopes to promote its environmental sustainability initiatives, engage stakeholders, and positively impact the community.

Throughout the semester I will be posting my assignments here. I hope that those using my website find this section helpful as they learn to apply the lessons and techniques being taught in Media and Public Relations.