The idea: address the elephant in the room, the name. Instead of avoiding the acronym, we embraced it and elevated it. It became our creative playground, allowing us to build a campaign that celebrates diversity, bilingualism, and the vitality of members across the country. A TV spot was broadcast via connected television, with multiple extensions deployed on YouTube (as pre-roll) and across various paid social platforms. Results: A clearer, more inclusive, and more beloved brand nationwide. Increased memberships outside Ontario. Stronger internal engagement.