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Joe’s Table Launches Inclusive Café

Yulu was eager to attract media not only to the grand opening and ribbon-cutting event, but to this social enterprise’s inclusive employment practices.

THE CHALLENGE

When Joe’s Table—a café in Burnaby helping those with disabilities find meaningful employment—was ready to launch in Vancouver, they wanted to ensure that Vancouver media and the general public were aware. Yulu stepped up to the plate, eager to attract media not only to the grand opening and ribbon-cutting event, but to this social enterprise’s inclusive employment practices.

 

THE SOLUTION

Yulu developed a PR strategy built around sharing the touching human interest story of how  Joseph Chung’s parents created the cafe so their autistic son would have a place to work, and though he passed away before it opened, the place is infused with his spirit. About 20% of Joe’s Table staff are differently abled.

 

THE RESULTS

Yulu’s media relations successfully garnered coverage from CBC Radio, City TV and The Vancouver Sun. In addition, the story got picked up from markets as far away as Calgary and San Francisco.