TIFF - Share Her Journey

TIFF needed to relaunch Share Her Journey, an initiative supporting women in front of and behind the camera, to drive donations and deepen donor engagement. But the challenge wasn’t just visibility or fundraising — it was perception.

Cultural giving can feel abstract, especially when donors are often pulled toward causes with immediate, tangible impact. Once we understood that donors wanted to feel like active participants in change, not just financial supporters of it, we reframed giving as an act of cultural participation. Share Her Journey needed to feel less like a program to fund and more like a movement to join.

Inspired by the visual language of movie marquees, the team created a bold, iconic expression for the initiative – one that made supporters feel part of something visible, vibrant, and influential.