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For the centenary Marshall McLuhan birth, The University of Toronto’s McLuhan Program in Culture & Technology launched a collaboration to brand McLuhan as Toronto's own. WEDGE15 was there to help.

Brief project info

2011 marked the centenary of the birth of Marshall McLuhan, so The University of Toronto’s McLuhan Program in Culture & Technology officially joined forces with The City of Toronto’s Economic Development and Culture Division and Mozilla in July 2010 to claim McLuhan, his theories and his role in the emergence of our great international metropolis.

McLuhan100 hired Gloria Roheim McRae of WEDGE15 to lead their social media, video, and online communication efforts. She consulted on the online communications, spearheaded a series of video projects and managed the social media strategy until the end of 2011.


Carloyn Taylor
“Gloria was our social media team lead for McLuhan100, co-producing our online videos, website, and social media plan. Her talent and professionalism put her head and shoulders above others pioneering in this field. Her value-added is her rare and genuine warmth, her fantastic sense of humour, and her vast knowledge across a breadth of subjects. I recommend her, highly.”

Carolyn Taylor, Co-Producer, McLuhan100


 Social Media Growth

During Gloria’s leadership, McLuhan100 doubled its followers and engagement on both Facebook and Twitter, packing the room at their “Our City As Classroom” events and at their international conference Then, Now, Next.

 Multimedia Engagement

By taking complex academic topics, conversation and literature and creating short teaser videos with it, Gloria was able to support McLuhan100 in spreading Marshall McLuhan’s importance and brand beyond the usual suspects.

Other Work