Making Mountains

In a live broadcast from Toronto’s Yonge/Dundas square this evening, CTV in association with The Salvation Army and The Toronto Area Ford Dealers launched the 2011 Toy Mountain Campaign with the goal of raising 150,000 toys for families in need.

The mood was decidedly upbeat and the air charged with anticipation as the brass band warmed up their instruments and carolers competed with the helicopter overhead gathering shots of highly-caffeinated attendees (the coffee was free) and trucks filled with games, dolls and other goodies.

I have been involved with this project since the early spring, conceiving, developing and implementing the online donation strategy and infrastructure for all three partners.

While the project was at times challenging, it is extremely satisfying to see all the hard work begin to pay off as donors click their way towards our goal. As of 8 pm on day 1 we have registered 8,243 toys!