In our efforts to target a new, younger demographic, we have experienced challenges maintaining a consistent and engaging voice across media channels. We want you to assist us in updating our social media strategy in a way that will allow as to engage a more individuals and capitalize on our outreach events to connect with a wider audience. We hope to be able to clearly differentiate ourselves from other healthcare non-profits in our field and raise Gairdner's brand awareness in Canada and around the world.

For this project, you will need to:

• Understand our brand and mission.
• Conduct research on our users, stakeholders, and competitors.
• Analyze our competitive landscape.
• Identify trends and opportunities in our target market.
• Develop a comprehensive social media strategy across multiple platforms (Twitter, Instagram, Facebook etc.)

You will have access to our team, who will communicate regularly with you and provide all the information and clarification needed. 

We want to increase our brand awareness in the millennial segment through a mission-aligned social media strategy that works within our budget and time constraints.