Pro Bono Ontario: Social Media Campaign

Each year at Cubicle Fugitive, our firm chooses one not-for-profit organization as our 'big give'. Cubicle Fugitive was thrilled to work with Pro Bono Ontario as our chosen organization and to learn more about their important work providing free legal services to Ontarians in need.

Pro Bono Ontario reached out to Cubicle Fugitive to develop a social media campaign to enhance lawyer recruitment for its Free Legal Advice Hotline. Cubicle Fugitive worked closely with Pro Bono Ontario to understand its target market and specific recruitment needs. As a result of in-depth conversations, review of organizational literature, and research on pro bono legal services in Ontario, Cubicle Fugitive set to work creating a social media campaign that addressed common volunteer pain points, while highlighting the breadth of benefits early-career lawyers associated with working with Pro Bono Ontario.

Working from a palette inspired by Pro Bono Ontario’s existing branding, our team designed three campaigns for our client that addressed common roadblocks to volunteering and inspired lawyers to donate their time and expertise to the hotline. The client selected a testimonial-based campaign that focused on communicating to potential volunteers the personal and professional benefits of providing legal aid and the ease of volunteering for the hotline. With a bold graphic design anchored by the tagline “It’s Easier Than You Think,” the campaign presented real lawyers sharing their reasons for volunteering in a short, snappy quote that spoke directly to the various motivations of early-career lawyers—Pro Bono Ontario’s target market. The client was thrilled with the campaign and anticipate an increase in volunteers as a result.