Phones for Good

Phones for Good – TELUS & Free the Children

TELUS is a leading national telecommunications company, with $10.8 billion in annual revenue and 13 million customer connections. With a focus on youth, community investment program is one of TELUS’ key competitive differentiators in a competitive marketplace.

A multi-pronged social media effort moved young people to get involved with “Phones for Good,” a TELUS program that donates $25 to Free The Children from the sale of designated phones. A simultaneous effort encouraged youth engagement to earn a highly-coveted VIP ticket to one of Free The Children’s signature ‘We Day’ events. Youth were encouraged to post descriptions online of their efforts to make a difference in their community to unlock donations for Free the Children and potentially earn coveted VIP event tickets. The ‘$20K Idea’ contest invited youth to upload a YouTube video describing how they would partner with a local charity to create positive change in their community. The top ideas were selected by Free The Children and TELUS, with the charity partner of the winner receiving $20,000 to put their idea into action. TELUS contributed $1 to Free The Children each time a video was viewed. The effort was supported with a national integrated marketing communications including store presence, online pages and a robust social media strategy including blogger outreach, a VIP Tweet-ups and digital graffiti wall. Phone sales rose 29% above forecast and TELUS gained over 30,000 Facebook fans and $750,000 was donated to Free the Children. The campaign earned the partnership a Gold Cause Marketing Halo Award in the Social Media Category at the 2013 Cause Marketing Forum Conference.

Speak Your Mind


This site uses Akismet to reduce spam. Learn how your comment data is processed.