Samsung explores the love spectrum

When Samsung Canada launched its Look at Me project three years ago, the objective was to learn about the autism community and spread the word about its tablet app designed to help children on the autism spectrum. But over the last two years, the company’s focus has shifted to raising awareness of the role technology plays in the lives of families living with autism.

This year’s campaign, “Learn the Love Spectrum,” celebrates the unique ways children on the spectrum have of showing their love. A video spot by Cheil Canada suggests that their expressions of love aren’t limited to “hugs and kisses, there’s a whole spectrum.” For Niam, it’s through artistic expression; for Kai, through dancing and playing; for Riley, through baking. Each child has his or her own way, and technology is there to help them express themselves and communicate it with loved ones.

“The evolution of the campaign has gone from a very clear focus on the launch of the app . . . to really focusing on what we’ve experienced with the families living with autism,” says Mark Childs, chief brand officer at Samsung Canada. “The work that we’ve launched this year is a culmination of that learning and that experience that fully embraces technology as a supportive tool for these children.”

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Canadians Who Are Very Interested in What Causes Companies Support Sees Significant Increase

Below is a release excerpted from Ipsos on their latest research, which was premiered at the Companies & Causes Canada conference October 11, 2017.

Causes are more important than ever to Canadians and to the companies/organizations they choose to deal with. A recent Ipsos survey found that Canadians are placing increasing emphasis and prioritization on the extent to which companies are supporting causes. Since 2016, there have been significant increases in the number of Canadians who are very interested in what causes companies support (50%, up 4 points), are loyal to brands that sponsor good causes (48%, up 4 points), and always pay attention to which causes companies support (41%, up 6 points).

“Canadians are in a bit of a funk. We are more worried than ever about our futures, and this plays out in our increasing expectations of companies. We want companies to do more than ever when it comes to taking on a leadership role in improving the world and supporting important causes,” said Jessica Avery, Vice President, Canada, Ipsos Marketing. Canadians are looking to all sectors to have strong cause-related programs, with significant increases in the expectations of having a strong program for financial institutions (56%, up 4 points) and alcohol companies (43%, up 5 points). As in previous years, Canadians think first of Canadian Tire (13%), Tim Horton’s (12%), and McDonald’s (7%) when it comes to companies that give back.

Source: Canadians Who Are Very Interested in What Causes Companies Support Sees Significant Increase

IKEA opens up the possibilities (Strategy Online)

Our homes, and our lives, are constantly evolving – and so IKEA’s Canadian brand platform is changing to keep up.

The brand has debuted its new platform and it’s all about what’s possible both inside the home and out. “Beautiful Possibilities,” created by IKEA’s recently named agency of record Rethink, is introduced largely through the eyes of a young girl – the central character in its new diversity-laden brand anthem spot.

The words to the Louis Armstrong classic “What a Wonderful World” narrate her trip home from IKEA. On her short journey, she views many a beautiful possibility in the world, each of which is in some way tied to the IKEA brand and what it stands for – namely themes related to equality and inclusiveness, but also nods to sustainability.

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Morguard and Big Brothers Big Sisters Launch Second Annual BeYou Campaign to Help Young Women Increase Self-Esteem, Personal Growth and Self-Worth

Morguard has teamed up with Big Brothers Big Sisters for the second annual BeYou campaign to help young women across Canada increase self-esteem, personal growth and self-worth. The program will be rolled out from September 18-24, 2017, in the 21 enclosed owned and managed Canadian shopping centres in the Morguard real estate portfolio. A complete schedule of activities is available on the campaign website, beyougirl.ca.

This is the second consecutive year Morguard and Big Brothers Big Sisters have partnered on BeYou. A key component in this year’s campaign is a text to donate program implemented by Big Brothers Big Sisters, where the donor texts ‘Imagine’ to 45678 to make their $5.00 donation.

The successful inaugural campaign garnered favourable media attention as well as high levels of engagement and positive feedback from participants. This year’s campaign aims to continue providing support and mentoring while increasing awareness of the issues facing young women across Canada.

“It is important for us to support the communities in which we operate. Our shopping centres act as a central hub for many families, providing a unique opportunity to reach local young women with our award-winning BeYou program,” said K. Rai Sahi, Chairman and CEO of Morguard. “BeYou provides positive mentoring to girls during their formative years, encouraging them to celebrate their diversity and uniqueness. Morguard employees across Canada are proud to support the next generation of women with this important initiative.”

Added Peter Coleridge, President and CEO of Big Brothers Big Sisters of Canada, “Giving young Canadian women the confidence to achieve more is at the very heart of mentoring and the very heart of the BeYou campaign. Girls who are mentored are less likely to be depressed or have social anxiety and we are proud to partner with Morguard because the BeYou campaign encourages positive mental health outcomes for young women.”

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Canadian Tire Corporation, in Support of Jumpstart, Commits $50 Million Over Five Years to Get More Canadian Kids with Disabilities into Sport and Play

Canadian Tire Corporation (TSX:CTC, TSX:CTC.A) today announced an unprecedented $50 million commitment over five years to Jumpstart Charities, in order to give Canadian kids with disabilities greater access to sport and play.

Jumpstart’s ‘Play Finds a Way’ Movement includes funding for accessible playgrounds, infrastructure and programming to provide access to play and sport for children with disabilities. This includes funding to build world-class, fully accessible “destination” playgrounds in every province and territory. Funding will also be committed to retrofitting existing community centres, parks and arenas in communities from coast-to-coast to help remove physical barriers that prevent children with disabilities from participating in sport.

Canadian Tire Jumpstart Charities also announced its first major program as part of this new initiative which involves a significant expansion of the Parasport Jumpstart Fund in partnership with the Canadian Paralympic Committee (CPC). The Parasport Jumpstart Fund will receive $5 million over the next five years to provide kids with physical disabilities an opportunity to participate in adapted and integrated sports and recreation programs, by assisting with the costs of program registration, equipment and transportation.

This new initiative expands upon CTC’s ongoing commitment to Jumpstart Charities to help Canadian children overcome financial barriers to sport and play. Since 2005, Canadian Tire Jumpstart Charities has helped change the lives of more than 1.4 million financially disadvantaged kids across Canada. With this impressive legacy, Canadian Tire Jumpstart Charities will disburse a further $100 million over the next five years to continue to help financially disadvantaged kids overcome economic barriers to play.

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Smiles take on delicious new meaning with return of annual Tim Hortons® fundraiser

Starting today and running until September 17th, Tim Hortons is sharing smiles with Canadians from coast to coast with the return of the annual Smile Cookie fundraiser. For one week, Guests can purchase a delicious Tim Hortons chocolate chunk Smile Cookie for $1 (plus tax) and Restaurant Owners will donate the full $1 amount to local charities, hospitals and community programs, directly impacting the communities where the cookies are sold.

What began as a fundraiser for the Hamilton Children’s Hospital in 1996 has since grown to be a national initiative. This year more than 500 charities, hospitals and community programs will benefit directly from the Smile Cookie campaign – from the Stollery Hospital Foundation in Edmonton, Alberta to Nutrition for Learning in Cambridge, Ontario.

“We’re very grateful to our Guests and Restaurant Owners who go above and beyond each year to support their local communities through the Smile Cookie campaign,” says Sami Siddiqui, President, Tim Hortons Canada. “The real magic of this campaign is the local impact. Thanks to the donations from our Restaurant Owners, our Guests can feel proud knowing that the money raised during the campaign will be directly supporting organizations in their community.”

This year, Tim Hortons is encouraging Canadians to show their support on social media using the hashtag #SmileCookie.

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7-Eleven Announces Slurpee Name Your Price Day 2017

On Friday, September 15, 2017, 7-Eleven® Canada will host its fourth annual Slurpee® Name Your Price Day, raising funds for WE Charity, an organization that empowers people to make a difference through domestic and international change. Slurpee fans across Canada are invited to visit any 7-Eleven store to decide what they will pay for a large Slurpee, and 100 per cent of proceeds will be donated to WE Charity, giving Canadians youth the tools to do good in their communities.

WE Charity is part of WE, an organization that makes doing good doable, enabling youth and families to better the world. WE Charity empowers domestic and international change. Domestically through WE Schools, a yearlong educational program nurtures compassion in students and gives them the tools to create transformative social change. WE Schools’ programs support youth with achieving academic success and post-secondary readiness, life skills and civic engagement.

7-Eleven Canada is honoured to support a movement that inspires and empowers millions of people to ‘take action’ on any cause that they care about to make a difference in their communities. With over 1,797,000 students and 6230 schools involved with WE Schools from BC to Ontario, this year’s donations from Slurpee Name Your Price Day will help send Canadian youth to WE Day events across Canada this fall. WE Days are events that fill stadiums around the world for the greatest celebration of social good, bringing together world-renowned speakers and award-winning performers, with tens of thousands of young people to celebrate and inspire a year of incredible service and change. Students cannot purchase a ticket to WE Day, they must earn their way to attend through service.

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Goodfood pledges 10,000 meals with #PayGoodfoodFWD back-to-school campaign

In Canada, one in five children is at risk of starting the school day on an empty stomach due to a lack of access to nutritious food. To kick off the school year and help Canadian kids get the most important meal of the day, Goodfood, Canada’s largest meal kit delivery service, is asking social media fans to use #PayGoodfoodFWD to help provide up to 10,000 meals through its partnership with the Breakfast Club of Canada. From now until October 10, every time Canadians tag a friend using #PayGoodfoodFWD on Instagram or Facebook one nutritious breakfast will be provided to a child in school.

“At Goodfood, our focus is delivering farm-fresh ingredients for people to prepare wholesome, home-cooked meals every week. Our mission is to change the way Canadians eat at home, so we must do our part in addressing food insecurity,” says Jonathan Ferrari, Goodfood CEO. “Young people are our future, and Breakfast Club of Canada is doing important work to fight food insecurity and support the health and education of our youth. We are proud to work with an organization that makes such a strong impact.”

Goodfood partnered with Breakfast Club of Canada in 2017 and expects to donate over 50,000 meals in the first year of the partnership to schools in communities where the company operates. To help at-risk Canadian children get the 2017 academic year to a healthy start, Goodfood is pledging up to an additional 10,000 meals and engaging Canadians on social media to raise awareness of the nearly one million Canadian children who are at risk of going to school without breakfast.

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Urban Barn partners with shelters to help those in need feel a little more at home

Helping inspire and create beautiful spaces is something Urban Barn is passionate about. As part of its Shelter Rejuvenation Program, Urban Barn has transformed spaces in shelters from five different regions across Canada to help create a homier feel for visitors.

Urban Barn’s Shelter Rejuvenation Project is a community-focused initiative aimed at refreshing an area in different shelters across the country. To create a bright and inviting place for visitors and staff, select rooms were updated with new furniture and accessories chosen based on new room designs created by Urban Barn staff.

“It is important for us to give back and support the communities where our staff live and do business,” said Linda Letts, President, Urban Barn. “This initiative was developed to further engrain us into our community partnerships programs and to become an extension of our Blanket the Country in Warmth Program, which is now in its sixth year.”

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How Canadian Tire Engages Employees for Good

Engaging store employees from the desk of a corporate head office can be a challenge. Whether it’s to encourage front-line staff’s participation in fundraising, recruit volunteers, or simply educate on the initiative, a campaign’s success is often determined by how it’s communicated and executed in-store. In this free webinar you’ll get strategy-to-tactic examples of how Canadian Tire Jumpstart Charities engaged franchise owners and store staff to increase campaign fundraising by 65% YOY.

You will learn store staff and franchisee engagement strategies for corporate non-profit leaders, including:

  • Communication content and vehicles
  • Examples of each tactic with measured results
  • How to adapt ideas into your next campaign

Download Slide Deck

To view the video shown in this webinar with Canadian Tire’s recent announcement, click here.

 

About The Presenters

Erica Juba is an experienced Brand Manager with a history of working in the corporate non-profit space. She has spent much of her career developing marketing philanthropic strategy to enhance corporate brand image and reputation. A committed team player, tenacious innovator, and methodical problem solver – she now manages fundraising and marketing strategy for Canadian Tire Corporation’s Jumpstart Charities. With a passion for social justice and a mind for business she’s fortunate to work in a space that leverages both her passion and skills.  

 

 

 

 

 

 

Emily Lloyd is a passionate communicator and strategic marketer with experience working in global and national organizations. Emily’s history in communication and marketing roles has most recently been paired with corporate non-profit work; specifically developing marketing philanthropic strategy for Canadian Tire Corporation’s Jumpstart Charities. Emily was previously with McDonald’s Canada working in various roles; spanning from working directly with the President of McDonald’s Canada on national and global communication plans, to leading numerous national marketing campaigns. Her varied roles in marketing, communications, and project management with national organizations has given Emily a unique perspective into corporate brand strategy; aligning with her current work on the fundraising and marketing strategy for Canadian Tire Corporation’s Jumpstart Charities. Emily holds a business degree from the University of Western Ontario.

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