Hart House, an iconic gathering place at the University of Toronto, is where students, staff, faculty, alumni and the broader community come together to connect, create and explore who they are — and who they aspire to be — through the arts, dialogue and wellness. However, many people are unaware of the full range of opportunities Hart House offers or how it can be a meaningful part of their university and personal journey.

The #MyHartHouse social media campaign was created to bridge this gap by addressing central questions: “What is Hart House to me?” and “Why Hart House?” Through authentic storytelling and user-generated content, we highlight personal connections to Hart House — what draws people in, how they discovered it and what makes it a second home. The campaign showcases the programs, events and sense of community that make Hart House the heart of campus life, featuring a wide range of users across backgrounds, ages, interests and connections to U of T. To ensure the campaign authentically reflects the Hart House community, the selection process prioritized variety and representation, amplifying a wide range of voices and experiences.

Using short-form video storytelling across social media platforms, My Hart House brings these stories to life, creating a sense of belonging and encouraging deeper engagement. This digital-first campaign illustrates the common sense of belonging and community among patrons of Hart House by connecting the unique stories of individuals and their varied experiences to Hart House’s overall mission and identity as a place for everyone.

In this session, attendees will learn:

• How we developed and executed My Hart House as a social media campaign featuring short-form videos and personal stories.
• The creative process behind collecting user-generated content and its role in making the campaign more authentic and relatable.
• The production process: Capturing engaging, dynamic short-form videos while maintaining authenticity and production quality.
• How to scale and adapt the processes we’ve developed to other contexts.
• Strategies for measuring impact and engagement to strengthen Hart House’s brand perception and visibility.