YWCA Edmonton, The Cabins at Yowochas

Completed: 2020

Services: Public Relations, Communications, Project Management

For over 100 years, the Cabins at Camp Yowochas has offered a safe and affordable haven on the beautiful shores of Lake Wabamun. While the pandemic saw dramatic program changes, YMCA Edmonton yearned to keep this magical place open and accessible. The Adams Agency was tasked to instigate a dramatic renovation and ensuing campaign in an effort to keep the Camp open to offer refuge to those who might need it. We are proud to be an instrumental partner to bring the brand new cabins at Yowochas to life. Working with a very limited not-for-profit budget, we were happy to help secure sponsorship and donations from businesses around the city to ensure essential dollars continued to support vulnerable women and families.

Highlights & Results

The Adams Agency secured sponsorship for furniture, flooring, and materials was secured from IKEA Canada, Divine Flooring, Home Depot, Cloverdale Paint, and Priority Painting. Photography was donated by Nick Hirschmann Photography. The total sponsorship donation covered nearly double the allotted project budget.

Our influencer partnership with designer Justine Ma created online coverage that was instrumental to the launch, accumulating nearly 88,000 impressions. PR coverage for the newly renovated cabins amounted to over 408,000 impressions with an earned media value of over $55k, including CTV Edmonton, CBC Radio, Curiocity Edmonton / Calgary, and a front page digital spread with Western Living Magazine. 

“YWCA Edmonton has been operating Camp Yowochas on the shores of Wabamun Lake since 1916. It has remained open during two World Wars, Spanish Influenza, the Great Depression and now COVID-19. The Adams Agency was instrumental in the success of this endeavour and we can't thank them enough for their work.”
- Katherine O'Neill
CEO, YWCA Edmonton