CAMBRIDGE, Ont. — The City of Cambridge is turning a recent wave of viral winter-themed social media content into a new community recognition campaign, launching the “Lenny Awards” to highlight residents who lend a helping hand during a challenging snow season.
Over the past several weeks, Cambridge’s municipal social media channels have featured a cast of “digital villains” who, the city says, have “taken the City of Cambridge social media channels by storm – literally.” The characters were designed to mirror familiar winter frustrations — from snow-covered streets to elevated stress levels — and they quickly drew attention from residents, generating reactions “ranging from laughter and satisfaction to irritation and annoyance.”
City officials say the posts were intentional and served a broader communications purpose during a time when winter safety reminders can become repetitive.
“These posts have accomplished what any good marketing campaign should do – they have broken through the online noise in a time where the same old winter messaging has grown tired,” said Danielle Manton, General Manager of Corporate Services. “Love them or hate them, these are the most common complaints the City receives and they have set the stage for a reset.”
That “reset” now centres on a new main character: “Lenny Lend a Hand,” described by the city as a “delightful Moose” whose message is rooted in kindness, perseverance and neighbourly support.
While the villains will continue to appear “throughout the remaining months,” Cambridge says they will shift into a supporting role as Lenny takes over the spotlight with what the city calls “main character energy.” The campaign positions Lenny as a counterweight to negativity at a time when winter weather and repeated snow events can test patience across the community.
The city describes Lenny’s “superpower” as positivity, and the character is framed as a reminder that not every winter challenge can be avoided — but residents can still influence how they respond.
“Lenny’s superpower is positivity over negativity, he knows this winter has not been perfect, and he remembers the spirit of community is that we are in this together and everyone is doing the best they can,” the release said.
Lenny’s message is paired with practical examples of good winter behaviour that align with city operations and road safety guidance. The moose is portrayed as someone who “leaves kind comments online,” avoids parking on the road during snow events, and “drives according to conditions.” He also “helps to clear snow from driveways and sidewalks wherever he can support,” reflecting the campaign’s focus on real-world acts of help rather than just online engagement.
The new initiative arrives as Cambridge deals with heavier-than-usual snowfall and an unusually busy month for winter operations. The city said it has experienced “above average snow amounts this month” and has activated “more than triple the snow events than usual for January.”
As another significant storm approaches, the municipality is using the moment to encourage residents to recognize one another for small acts of kindness and resilience during the darker winter months. The Lenny Awards are positioned as a way to elevate community spirit while also reinforcing winter safety and snow event awareness.
Under the program, Cambridge’s social media channels will invite residents to nominate neighbours who demonstrate “the spirit of Lenny” in how they handle winter challenges. The city also plans to proactively recognize individuals it identifies through its own channels.
The awards include an incentive: nominated residents will receive “a golden ticket for a prize draw,” with the main prize described as “a Snow Blower sponsored by a local company.” The city said the campaign will also include “various giveaway items throughout the campaign as recognition.”
From a municipal communications perspective, the program blends civic messaging with a community engagement strategy that aims to reduce friction during high-demand periods for public works services. The city noted that many residents have been supportive despite the pressures created by repeated snowfalls and the operational strain that can come with storm response.
“As a large amount of the calls to the City this year have been kind, compassionate, concerned residents who embody the resilience we have come to need during this challenging winter, Lenny believes the values and strength of community exist within Cambridge,” the release said.
Residents can nominate someone for a Lenny Award by emailing [email protected] or sending a private message through any of the City of Cambridge social media channels.
The city did not specify how long the Lenny Awards campaign will run, but said the villains will continue to make cameo appearances through the remaining winter months as the initiative unfolds.
