As the official sponsor of Family Day, we made it our goal to bring this holiday to everyone. We wanted to demonstrate to the government how much Canadians wanted Family Day as a national holiday. A petition seemed like the logical choice. But instead of a typical one, we wanted something engaging and interactive that Canadians could really get behind.We set about to create the World’s Longest Signature – an online petition to make Family Day a national holiday. The goal was to get enough viral signatures, so that when connected, they would stretch coast to coast across Canada, both literally and figuratively. Every time someone added their name, it showed our government how much Canadians wanted this holiday, and helped prove that YTV is family. We promoted the petition to YTV’s Facebook fans, e-newsletter subscribers, YTV homepage and our primary voice - prominent Canadian mommy bloggers.

We reached our goal in just 8 days, creating the World’s Longest Signature and solidified YTV as a family network. The World’s Longest Signature was featured on 17 mommy blogs and attracted the attention and signatures of prominent Canadians, such as Jack Layton, the head of Canada’s New Democratic Party. Most importantly, the industry noticed families engaging with YTV publicly and perceptions started to shift. Including a significant increase in adult advertising sales on the network.

The campaign generated over 2 million media impressions.