Reweaving Attention Around Women’s Stories
After a quiet period online, Sabbara needed to reactivate its social media and bring audiences to My Voice in a Quilt, a collective textile exhibition featuring work created by newcomer Syrian women in Toronto.
- Client
- Sabbara
- Timeframe
- My Voice in a Quilt campaign
- Focus
- Communications
- Our work
- Campaign strategysocial media reactivationcontent creationevent promotion
Eight short workshop videos supported by a longer compilation
A consistent and emotionally clear return to social media
Renewed engagement and anticipation for the exhibition
Women’s stories extended beyond the physical event
The goal
Return to social media with something worth gathering around
After a quiet period online, Sabbara needed to reactivate its social media and bring audiences to My Voice in a Quilt, a collective textile exhibition featuring work created by newcomer Syrian women in Toronto.
The campaign needed to do more than announce an event. It had to reintroduce Sabbara, honour the women behind the work, and translate the personal stories held in the quilts into a meaningful invitation to attend.
The visual invitation
Making the craft visible
The campaign artwork brought the making process to the foreground: hands shaping fabric, the collective quilt, and a visual language drawn from the exhibition itself. The poster gave the event a clear public invitation while keeping the women and their work at the centre.
The approach
We built the campaign around the voices inside the quilts
We treated each quilt as a story, not simply an event visual. Through Reels, carousels, Stories, countdown content and event coverage, the campaign revealed how individual pieces carried memories of Syria and migration, as well as experiences of loss, resilience, hope and belonging.
This approach gave Sabbara a consistent and emotionally clear return to social media while building momentum toward the event.
The sequence
One collective invitation, told in many voices
- 01
Eight short videos drawn from the workshops
- 02
A longer compilation connecting the individual stories
- 03
Reels, carousels, Stories and countdown content
- 04
Event coverage that extended the exhibition online
One story in the collection
Quilt of Hope
The campaign made space for each maker and each piece to carry its own meaning. Quilt of Hope is one of the works presented within the collective exhibition, bringing personal imagery, memory and hope into a shared textile form.
The invitation
Come experience the work and meet the women who created it
Each piece introduced another perspective while reinforcing one collective invitation: come experience the work and meet the women who created it. The campaign made room for individual voices while holding them together within one clear story.
The impact
Renewed visibility that brought people together
The campaign helped Sabbara reconnect with its audiences after a period of silence and contributed to the success of My Voice in a Quilt. It built anticipation for the exhibition, renewed engagement with Sabbara’s work, and gave the women’s stories a life beyond the physical event.
“By treating social media as an extension of the exhibition, we turned an event campaign into a collective act of storytelling, helping more people see, hear, and gather around the voices stitched into every quilt.”
“By treating social media as an extension of the exhibition, we turned an event campaign into a collective act of storytelling, helping more people see, hear, and gather around the voices stitched into every quilt.”
YAMM · Campaign reflection
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