In July 2020, as businesses began to re-open, RBC created Canada United, a movement to support local businesses and move economic recovery forward. RBC created a relief fund and brought together partners to rally Canadians to “show local some love.” Paradigm developed the communications strategy to raise awareness and encourage businesses to apply for funding and to encourage Canadians to safely buy local. Media outreach generated 782 stories across Canada with nearly 120 million impressions. In two months, more than 70 brands and chambers of commerce rallied together. The total raised for the Small Business Relief Fund by RBC, partners and government was more than $14 million.