If the pros weren’t willing be role models for the kids, it was time for kids to step up and be role models for the pros.

To kick off the campaign, we created a short video with two standout stars— the adorable kids and our message of respect: “If the Pros Won’t Do It, We Will”.

The video was strategically posted on the club’s GoFundMe page on the eve of the World Series between Cleveland and Chicago. Timing was everything. As soon as the video hit Facebook, it immediately took off. As the video was sweeping social, we started pitching media. Reporters across Canada were clamoring for the story, allowing us to secure coverage with almost all of the country’s top media outlets. And US-based media in Detroit, New York City and Cleveland were all too eager to celebrate the small-town Canadians kids who were advocating for change.

Alvinston’s message of respect swept the continent and within 5 days the fundraising goal was met. The campaign was in market from October 29 to November 6.

Tier 1:

Creating a massive amount of social and traditional media buzz across North America, the campaign:

• Generated more than 450 stories, over 90 million media impressions, over 110,000 video views, over 800 shares and over 400,000 social media impressions

• Secured coverage in all Alvinston-area outlets, as well as broadcast and print coverage across Canada

• Secured U.S. coverage in the New York Daily News, Cleveland Plain Dealer and Detroit’s ABC affiliate WXYZ

Tier 2:

The campaign received overwhelming support from Indigenous people. One of the first donations on the Alvinston GoFundMe page was made by Chief Greg Peters from the Delaware First Nations Council, located just 27 miles outside Alvinston. He was quoted as saying that an act like this “goes a long way for reconciliation.”

Four months after the campaign, the club was still receiving shows of support. This excerpt is from a handwritten letter penned by a grade 6 student in Toronto:

“I find the Chief Wahoo logo is offensive because it is cartoony and brings out stereotypes…Thank you for changing your team name! I hope the professional baseball team follows your example.” – Rosalia

Tier 3:

Within five days, the “If the Pros Won’t Do It, We Will” campaign met its fundraising goal of $30,000. The Alvinston Minor Ball Association has since announced a new team name – the Riverhawks – and will be able to change all their uniforms and signage without burdening players and their families for additional funds.