Case Study: Campaign and Proposal Design for Institutional Anti-Racism

Written By Quinten Sheriff

1. Context and Structural Challenge

The Red Coalition Inc. is a Montreal-based non-profit lobbying organisation and the sole federally registered lobby group in Canada focused on the elimination of racial profiling. The organisation addresses systemic barriers that place Black, Indigenous, and People of Colour (BIPOC) communities at a structural disadvantage within education, healthcare, public services, and the justice system.

To expand their operational footprint, the Consultant collaborated with the executive leadership team to draft a series of funding proposals, while simultaneously operating as a volunteer marketing strategist and event coordinator.

2. Campaign Design and Objectives

The project proposal, titled the "Justice for All" Advocacy and Representation Program, was designed as a coordinated 11-month initiative. The structural objectives included:

  • Systemic Barrier Mitigation: Providing direct intake, consultation, and legal representation for citizens navigating institutional bias and racial profiling.

  • Cross-Cultural Data and Education: Sharing up-to-date statistics and community insights regarding race relations to educate populations who do not identify as marginalised.

  • Public Awareness and Platforming: Amplifying the lived experiences of six distinct groups (Black, Indigenous, Jewish, Muslim, Asian, and LGBTQ+) to inform broader public policy.

3. Methodology and Volunteer Contribution

Proposal Writing and Policy Integration

I authored several grant applications, supported by partner organisations and another grant writer, including an Expression of Interest (EOI) for the Canadian Race Relations Foundation (CRRF). This process required translating the Coalition’s internal anti-racism and equity policies into a structured project pipeline with clear milestones, resource allocations, and risk management strategies across a multi-quarter timeline.

Marketing Strategy and Digital Infrastructure

Operating as a volunteer marketing coordinator, the Consultant built an audience engagement strategy designed to deploy educational assets across the organisation's primary digital channels:

The strategy included a structural layout for a rebuilt website (redcoalition.ca), shifting it from an informational landing page to an interactive portal featuring downloadable resources, legal aid links, and incident reporting tools.

Event Organisation and Physical Mobilisation

We designed the outreach mechanics for localized town halls and monthly membership drives in Quebec. This involved planning low-barrier physical installations (community tables) where field representatives could directly interface with the public, gather community insights, and register new members to grow the organisation's independent capacity.

4. Outcomes and Strategic Evaluation

  • Programmatic Asset Retention: While the CRRF grant application was ultimately unsuccessful, the process of generating multiple detailed proposals allowed the Red Coalition to formalize its campaign language, centralize its historical data, and create a repeatable framework for future funding opportunities.

  • Operational Framework Deployment: The digital workflows, podcast structures, and event models developed during the volunteer campaign provided the organisation with functional templates that continue to support their active watchdog and public relations efforts.

Intersectional Alignment: The project design successfully demonstrated how a dedicated lobby group can build functional, cross-cultural alliances, bringing disparate community insights together under a unified legislative advocacy strategy.

Quinten Sheriff
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