Broken Heart Love Affair (BHLA) has been named agency of record for United Way Greater Toronto (UWGT), the largest United Way in the world and the leading non-government funder of community services in the GTA.

The agency’s work will support United Way as it advances its 10-year community campaign and strengthens how it communicates its role as a funder, partner and advocate, mobilising resources and convening solutions to tackle poverty across the GTA.

BHLA will lead creative and strategic development for UWGT, supporting the organisation’s brand and communications efforts across the region. The work will focus on highlighting United Way’s impact, refining its voice and bringing greater clarity to the scope of its work in communities across the greater Toronto area.

“We’re pleased to partner with an agency that understands both the urgency of the moment and the complexity of the issues facing our region,” stated Alka Graham, director, marketing, donor experience and events at United Way Greater Toronto. “BHLA brings strong strategic thinking, creative leadership and a thoughtful approach to telling the story of the work involved in building a more inclusive GTA.”

“This partnership is an important one for us,” added Rachelle Claveau, EVP and national managing director at BHLA. “United Way Greater Toronto plays a significant role in driving community impact, working at both the local and system levels. We’re looking forward to helping bring greater visibility to that work and supporting the organization’s efforts to engage people across the region.”

The partnership begins immediately, with new creative expected to launch towards the end of the Canadian summer 2026.