WE365 & TELUS: Building an App for Social Good

In 2013, social entrepreneur and WE (formerly Free The Children) co-founder Craig Kielburger had an idea to take the momentum and message of his non-profit into the digital space. As a joint partnership between WE and TELUS, WE365 was a first of its kind: a digital platform that was a one-stop-shop for youth to take action with daily social good challenges all year.

As part of the pioneering team, I was the lead New Media Writer and Content Creator responsible for crafting the voice of the app, app challenge creation, executing the brand’s digital launch on social media, and spearheading unique storytelling initiatives like the WE365 blog. I collaborated with a cross-section of designers, developers, community managers, writers, video producers, and brand partners to create a cohesive design and experience for hundreds of thousands of young people in the WE ecosystem.

During the years that I worked on WE365, we were able to successfully onboard 30,000 users, build an organic social media community from 0 to 14,000+ followers, and execute several branded partnerships with partners like RBC, The Malala Fund, and Microsoft. In April 2015, WE365 was recognized at the Webby Awards as an Official Honouree for Mobile: Best Visual Design - Function and Mobile: Social.

The app has since been rebranded to the WE Day App and continues to be a digital force for good.

Demi Lovato in a WE365 Global Ad Campaign

Demi Lovato in a WE365 Global Ad Campaign

WE365 Social Media Content

WE365 Social Media Content

HIGHLIGHTS:

  • Collaborating with a team of app developers, designers, and digital directors to build wireframes for the initial design of WE365

  • Writing and editing ui copy, app challenges, video scripts, and marketing messaging for a young audience

  • Developing the brand’s voice and launching social media channels

  • Ideation and content execution for global advertising campaigns with IPG

  • Ideation, execution, and management of branded content partnerships with celebrity ambassadors including Selena Gomez, Shawn Mendes, and Nick Jonas

  • Developing editorial strategy, launching the WE365 blog, and spotlighting the stories of youth activists