A fresh start for Variety –
The Children’s Charity of Ontario
Website & Launch Campaign | Copywriting & Content Strategy
Variety – the Children’s Charity of Ontario develops inclusive, accessible programs that empower children with disabilities through sport, skill-building, and community engagement. As the organization evolved from a single facility (Variety Village) to a province-wide presence, it needed a new brand identity, digital presence, and launch campaign to match its expanded mission.
Variety’s legacy brand and website were tightly tied to its Toronto-based facility, Variety Village. But with programming expanding across Ontario, the organization needed to:
Rebrand to reflect its new province-wide scope
Clarify the relationship between Variety Ontario (the charity) and Variety Village (the facility)
Create user-friendly websites that supported accessibility, community engagement, and fundraising
Tell a cohesive story that could resonate with donors, families, and the broader public
My role and key deliverables
-
We began with a full audit of the existing Variety Village website, identifying pain points in navigation, messaging gaps, and missed opportunities to engage donors and participants. From this, we developed:
A dual-site architecture — one for the overarching charity (Variety Ontario) and one for the Toronto facility (Variety Village)
A streamlined, accessible navigation structure designed to support diverse users including families, partners, and donors
-
Building on the national charity’s style guide, I developed new voice and tone guidelines tailored to the Ontario audience. The messaging emphasized:
Inclusion as a core value, reflecting the community’s diversity and the charity’s commitment to accessibility
Empowerment and participation, highlighting the impact of Variety’s programs on children and families
-
I wrote core site content for both websites, including:
Homepage messaging
Program and event descriptions
Fundraising landing pages
Donation-focused calls to action
Refining CTAs to drive donations was a key part of the strategy. Every word was chosen to encourage trust, action, and connection.
-
Collaborated closely with design, video, and account teams to ensure consistency across touchpoints
Attended Variety’s gala event to witness the launch and real-world impact of our work
The rebrand and launch campaign successfully introduced Variety Ontario as a province-wide force for inclusivity.
The new website clearly differentiates between the facility and the charity, while making it easier for donors to engage and give. Seeing the site live at Variety’s fundraising gala — and watching families connect with our work — was one of the most meaningful moments of my copywriting career. The joy, pride, and recognition reflected back at us reminded me of the power of inclusive storytelling done right.