The Rise of Auntie Jillian From Bell Fibe TV1 to CTV Prime Time
I started working with Jillian Danford aka Auntie Jillian last summer (read my November blog about our publicity campaign for Season 1 of her show). She is the real deal and a brand getting a lot of attention nowadays. With more than 13 million views on her YouTube channel that has 105K subscribers as well as 67K followers on Instagram, television and film roles, a regular guest appearance on CTV News Channel and Brand Ambassador for a number of companies and products, this woman is on fire!
Her popular Bell Fibe TV1 reality show Auntie Jillian was just about to start shooting Season 2 when COVID-19 hit. Production was put on hold and so was the world and during that time everything changed. Anti-Black racism became front and centre with the death of George Floyd. It was not just about the plight of African Americans, life experiences of Black Canadians and their battles (often silent) with systemic racism came to the surface. One area that received a lot of criticism and attention was the Canadian media, not just newsrooms, but entertainment shows, gatekeeper roles, behind the scenes and on the screens - where were Black Canadians?
This was the opportunity to draw attention to Canada’s first Black family reality television show - a positive representation of the Black community. If this wasn’t the time, there wouldn’t be another. And so we seized the opportunity through the people’s platform. Jillian posted a message to Bell Media asking for the same shot at a CTV prime time TV slot and promotional treatment as now-disgraced personality Jessica Mulroney. Jillian had put in the work and had the numbers to prove it - consistently in the top three rated shows on the Bell Fibe TV1 platform. Her request (along with the huge support of her followers and audience) got the attention of Bell Media president Randy Lennox.
Within weeks, a plan was in motion to add Season 1 of Auntie Jillian to the CTV Summer Schedule with a full promotional push, including a billboard along the Gardiner - one of Toronto’s busiest highways. Between the two weeks of media appearances on The Social, Marilyn, Your Morning, ET Canada, Etalk, CTV Morning Winnipeg, CTV Morning Saskatoon, CTV Toronto News, The Globe and Mail, Share Newspaper and three weeks of Saturday night prime time airtime, Canada fell in love with Auntie Jillian, Uncle Warren, Myles and Milan.
This is an example of being ready when opportunity knocks. This is only the beginning. Season 2 is currently being shot (slowly under COVID conditions). The ratings showed that Canada wants this content on their television. It’s up to us to let ALL media know that by speaking up. Now is the time. If not now, then when?
L to R: Warren, Milan, Jillian and Myles