As Senior Account Director at Torchia Communications, I led a comprehensive communications campaign over four years to position YSC and the CWSF as the pinnacle of youth STEM innovation in Canada. Our approach involved:

• Media relations: Developing tailored media strategies for each region to drive local engagement and raise awareness of the regional science fairs, which feed into the CWSF. The outputs included working with local media outlets to feature stories about student innovators, regional fairs, and the path to the national competition.

• Virtual fair transition: In response to the pandemic, we pivoted to promote virtual fairs in 2020 and 2021. We crafted compelling stories about young scientists' resilience and adaptability, ensuring that innovation's excitement remained strong in a virtual setting.

• 60th anniversary celebration: In 2022, I oversaw the communications for YSC's 60th anniversary, which celebrated six decades of innovation. We leveraged this milestone to generate heightened media interest, positioning the CWSF as a national STEM education and innovation tradition. Despite being held virtually, the event's historical significance resulted in extensive coverage and sponsor engagement.

• Return to in-person events: In 2023, we returned to in-person fairs in Edmonton, where the challenge shifted to re-engaging media and partners for physical participation. Our team capitalized on the excitement of returning to a live format, pushing media stories about the in-person experience and showcasing the energy of Canada’s brightest young minds gathering again.

• Sponsor engagement: Throughout these years, I worked closely with YSC to craft stories and strategies that resonated all audiences. By highlighting the success of the participating students and the innovative solutions they presented, we built strong narratives for universities, STEM businesses, and organizations to invest in the CWSF.

Over the course of four years, our efforts produced significant growth in media reach and coverage for YSC’s CWSF.

Through our consistent communication strategies, YSC saw an unprecedented rise in awareness. The cumulative media reach climbed steadily year-over-year, from a solid media presence in 2021 and increasing in reach during the virtual years by over 70% at the end of the campaign in 2022. With returned to in-person in 2023, media coverage grew by 15% that year and CWSF Ottawa 2024 being the most successful year, with media reach of over 80% from 2023.

This four-year collaboration between YSC and Torchia exemplifies the power of sustained media relations, adaptive strategy, and compelling storytelling. Through our efforts, we boosted awareness of the Canada-Wide Science Fair. We fostered strong partnerships with sponsors and regional participants, securing YSC's place at the forefront of youth STEM innovation in Canada.