M.I. Understanding Social Platform Strategy Optimization

M.I. Understanding is a community-centered educational organization that supports families, caregivers, educators, and children as they navigate important social and developmental challenges. Through online learning modules, original puppeted educational videos, and curated guidance to external supports, the organization builds understanding around childhood mental health, PRIDE education, and an upcoming expansion into Fetal Alcohol Spectrum Disorder (FASD). Delivered in partnership with schools, libraries, and community agencies, its programs foster early, supportive conversations and provide families across Canada with accessible tools for emotional resilience, skill building, and navigating complex developmental needs. Because this mission relies on cultivating an informed and connected community, establishing a strong, intentional, and evidence-based online presence has become essential for the organizations long-term impact and sustainability.

This project will support M.I. Understanding by developing a comprehensive and optimized social media strategy designed to expand reach, strengthen engagement, and make its educational content more accessible to diverse audiences including families, educators, and potential partners. Over four months, the project will accomplish four core objectives: 1) assessing current platform performance; 2) defining overarching social media goals aligned with the organizations mission; 3) creating platform-specific strategies tailored to each audience; and 4) launching, testing, and refining a prototype content plan. Guided by the Toronto Translational Thinking Framework (TTF), the project will follow an evidence-based, iterative approach that moves from observation and data collection to analysis, contextualization, solution design, prototyping, and refinement.

The project will enhance the M.I. Understanding’s capacity to deliver mental health education, foster community support, and promote early skill development by translating its existing resources into compelling, accessible social media content. A stronger digital strategy will help the organization reach new families, engage existing users more meaningfully, and broaden its impact across Canadian communities. Ultimately, this work will provide M.I. Understanding with a framework that supports its mission to foster understanding.

Faculty Supervisor:

Edyta Marcon

Student:

Partner:

M.I. Understanding LTD

Discipline:

Life Sciences

Sector:

Education

University:

University of Toronto

Program: