TD set out to transform how purpose is communicated, not as a corporate statement, but as a deeply human story. “Alicia’s Story: Shared by TD” centered on Alicia Rose, a senior executive shaped by her early experiences in Black theater, and now leading social impact work at TD. Her journey, from a shy child onstage to a changemaker in finance, became the lens through which TD expressed its long-standing commitment to inclusive futures.
The goal was not to advertise a product or service, but to affirm TD’s values through storytelling. This campaign aimed to:
By leading with vulnerability and truth, not branding or slogans, TD modeled how purpose can be embodied, not just announced. This wasn’t a message about inclusion. It was proof of it.
The campaign began with a simple idea: what if one woman’s story could make a brand’s values real? Rather than launch a traditional marketing effort, TD built the campaign around the unscripted reflections of Alicia Rose, a senior leader whose life was shaped by Black arts institutions, and TD proudly support Black arts for over a decade..
TD produced three 30-second films, English (Canada and U.S.), French (Canada), and a U.S.-tailored version, featuring Alicia’s voice layered over archival photos and present-day visuals from Toronto’s Nia Centre for the Arts. No scripted voiceover. No teleprompter. Just lived experience.
The tone was intentionally still. There was no call to action, no product tie-in, no performance. The work was personal, emotional, and purpose-driven.
The campaign ran across:
Audience targeting focused on Black consumers aged 18–54 and values-driven general market audiences who expect real investment in equity—not just performative content. Segmentation ensured messaging alignment across communities, platforms, and languages.
TD broke from tradition: instead of issuing a brand-forward Black History Month campaign, it invested in a personal narrative that reflected its 17+ year relationship with Black cultural institutions. The story was launched during BHM but designed to endure far beyond February.
The challenge was internal restraint, resisting the urge to “brand over” the moment. It required trust: in Alicia, in the creative, and in the idea that honesty would outperform polish.
The work was not designed to dominate the newsfeed. It was designed to earn attention. And it did.
“Alicia’s Story” surpassed both emotional and media goals, proving that purpose-led storytelling can drive performance and resonance.
Reach & Efficiency:
Engagement & Sentiment:
Internal Impact:
The campaign succeeded because it did more than tell a story. It created space for audiences to see themselves in it and to see TD not as a sponsor, but as a partner in building inclusive futures.
