TIA Tiktok

How We Promoted A Not-For-Profit Organization Through Influencer Marketing

Stephanie Palasti
Written By
Stephanie Palasti
Published On
Jan 16, 2018
promoting plan canada with charlie mcdonnell

Plan International is one of the oldest and largest, not-for-profit international development organizations that works in partnership with millions of people around the world to end global poverty.

This past August, Plan International asked us to come up with a unique strategy in an effort to help them target secondary and post-secondary school students through Influencer Marketing to increase awareness and participation towards their ‘Spread the Net Student Challenge’.  

What Is The Spread The Net Student Challenge?

Co-founded by Rick Mercer and Belinda Stronach in 2006, the Spread the Net Student Challenge is a competition between schools across Canada to raise funds for bed nets to help in the prevention of the deadly malaria disease. The top fundraising elementary, secondary and post-secondary schools receive a visit from Rick Mercer and appear on an episode of the Rick Mercer Report.

 Spread The Net Student Challenge

Finding The Right Platform

Each year, malaria kills an estimated 438,000 people, and it remains the leading cause of death of children under 5 in Africa.

In order to relay that message to students and have them participate in the #spreadthenet Student Challenge, we selected a well-known YouTuber to create highly shareable content that would initiate discussion, and drive donations to this great cause.

Finding The Right Creator

Finding The Right Creator

That well-known YouTuber was Charlie McDonnell, also known as charlieissocoolike.

With over 2 million subscribers on YouTube, Charlie is known for his Fun Science Series where he explains the science behind subject matter like: ‘What Makes Something Cute?’ and ‘Why Do We Love Fictional Characters?’.  

Who better to explain the science behind Malaria in an engaging manner and win the attention of students across the country?

Finding The Right Message

The message was simple…

1 Net.

10 Bucks.

Saves Lives.

Charlie created a ‘Fun Science’ style video for Plan International’s YouTube Channel titled ‘What’s The World’s Deadliest Creature?’.

In the video, Charlie explains what makes the malaria disease so deadly and what Plan International Canada and you can do to stop it.

He also promoted the video through his own Facebook, Twitter, and and YouTube Channels to increase the organic reach and engagement around the video.

Finding The Right Message

The Results

To date, the video has been viewed over 84,000 times and Charlie has received over 10,000 engagements (likes, comments and shares) on YouTube, Facebook, Twitter and Instagram.  

Plan International also used Charlie’s video to educate students on their cross-country tour promoting this initiative to elementary, secondary and post-secondary schools; garnering incredible attention around the cause.

The Spread The Net initiative,  in partnership with both local communities and government entities in Liberia and Zimbabwe, has helped distribute more than 2 million of these life-saving bed nets.

Looking to donate?  You don’t have to be a student!  Donate A Bed Net Now.


  • Stephanie Palasti is the Director of Client Success at The Influence Agency. Aside from being a new mama, Stephanie is passionate about three things; digital marketing, wine and Mario Kart.

Share this


  • Stephanie Palasti is the Director of Client Success at The Influence Agency. Aside from being a new mama, Stephanie is passionate about three things; digital marketing, wine and Mario Kart.

Read more from Influencer Marketing


Stay up to date with the latest marketing, social media tips, guides and news.


Read what our clients have to say

Universal Music

"At Universal Music, we are frequently tasked with launching new albums and products with little to no notice which can prove challenging for traditional agencies.
The team at the Influence Agency have proven time and time again their ability to be both nimble and efficient at delivering influencer campaigns that are strategically targeted, creative and most importantly impactful with our artists audiences."

Fraser MacKenzie -
U Music

Plan International

"The Influence Agency is phenomenal. They’re incredible outside-the-box thinkers and we’re a great alternative to the traditional marketing efforts taken for the NFP I work for. We worked directly with Stephanie and Tom, both who had a high level understanding of the industry and a completely professional approach to social promotion. Looking forward to working with their team again!"

Nicki Lamont -
Plan International


"As a creator, it was so easy working with The Influence Agency. They've put me forward for a number of awesome campaigns and have given me full creative control to execute them. I can't wait to work with them in the future!"

Distorted Lens -

The Rosé Picnic

"The Influence Agency has been a huge part of our success for The Rose Picnic!! We love working with the team and look forward to many more great years together!"

Adam Julian Mahgoub -
Rosé Picnic

Exodus Festival Las Vegas

"The Influence Agency is by far one of the best agencies I've worked with in Toronto. They provide so much value to each and every one of their clients, and I've had the pleasure of working with them on many different campaigns. Not only are they professional, but very personable. They are a delight to work with, and I would recommend them to anyone interested in growing their brand or business in an meaningful and creative way."

Kassandra Nunes -
Exodus Festival Las Vegas

Mel Inspired

"Having blogged for 10 years and having worked with a plethora of agencies, The Influence Agency team has been one of the top agencies I've connected with. Their ability to both balance creator relations and interests, while maintaining the priorities of their brands is incredibly impressive. As a creator, the team is always supportive and responsive and truly makes developing branded content seamless! I always look forward to working with them!"

Mel Inspired -


Connect With Us!

    The Influence Agency: Influencer Marketing Toronto