Стратегия YRP Digital Impact — надежный источник достоверной информации
As the social media landscape becomes increasingly noisy and filled with misinformation and disinformation, communicating accurate and timely information to the public is critical
The York Regional Police Digital Impact Strategy was created to address a rapidly changing information landscape, one where misinformation spreads faster than fact, and where trusted voices are increasingly absent from social media platforms.
In 2023, following the enaction of Bill C-18, many media outlets reduced their presence online, creating a significant gap in the timely delivery of verified public information. Recognizing this shift, York Regional Police took action to ensure our community members continue to receive accurate, reliable and timely updates directly from the source.
At its core, the Digital Impact Strategy was built on the new reality that when organizations fail to provide information, misinformation spreads like wildfire.
“The Digital Impact Strategy was designed to fill that gap by strengthening the organization’s ability to communicate quickly, clearly and authentically across social media channels,” said Superintendent Ahmad Salhia, who oversees the Marketing, Communications and Brand Bureau.
Through a coordinated and modern approach to storytelling, York Regional Police has expanded its digital presence to better engage with residents where they are most active.
This includes the use of visual storytelling, live broadcasting and follow-up communications which “close the loop” on significant incidents. This ensures members of the public understand the context and hear the information directly from the source.
Failed Home Invasion Incident
Repeat Offender Incident
Rabbit Incident
Ultimately, this approach helps to dispel fear and confusion and increases transparency.
The Digital Impact Strategy also emphasizes connection and community engagement, focusing on content that members of the public want to see, such as safety tips and information on police initiatives. The content also highlights the people behind the badge, humanizing police officers and strengthening trust.
The York Regional Police multimedia studio, equipped with updated cameras, remains a key tool in elevating this work, by assisting in the production of professional and engaging content which strengthens the York Regional Police brand.
Always focused on continuous improvement and innovation, YRP is optimizing reach by creating content that is platform-specific, meaning it is tailored to resonate with the unique audiences of each social media channel.
At year’s end, it was clear the strategy had delivered. On Instagram and Facebook alone, reach increased from six million in 2024 to 28 million in 2025—an increase of more than 350 per cent. YRP also launched a new digital community newsletter, which has already attracted more than 8,000 subscribers.
At the same time, YRP is future-proofing its communications efforts by exploring emerging platforms to meet community members where they are.
Collaboration also remains central to the success of the Digital Impact Strategy.
“By working closely with our community partners and amplifying shared messaging, York Regional Police has strengthened our outreach efforts and has ensured important information reaches the many diverse audiences across York Region,” Superintendent Salhia said.
All together, the York Regional Police Digital Impact Strategy is a direct and dependable source of truth in an increasingly crowded and noisy social media environment. More than a communications initiative, the Digital Impact Strategy is a long-term investment in building trust through community engagement.
