The Body Shop’s Grassroots Approach to Pet Activism

Want to hear more directly from The Body Shop Canada’s Jayme Jenkins? Come to the Chicag0-based Engage for Good Conference May 23-24, 2018!

The cosmetics company is leaning on pet influencers to bring an end to animal testing in Canada.

The Body Shop Canada is making grassroots activism a big part of its continued push to end animal-tested cosmetics worldwide.

Now two years into its global “Forever Against Animal Testing” CSR campaign, the company’s Canadian arm is focusing its marketing efforts on getting consumers to act on the issue. Whereas last year’s effort focused on raising awareness of animal testing in the industry, this year’s has a more tangible objective: to change the law in Canada.

On Monday, the company launched a three-week, in-store piece of the Canadian campaign aimed at enabling its customers to become activists. The effort is focused on featuring the brand’s cruelty-free products, while collecting signatures from customers and letting them know how they can get involved, such as contacting their local MP.

Next week, it will kick off the social and digital component of the campaign, featuring ten “celebrity pets” and “pet influencers” – some of them pets of celebrities – such as Elvis Pawsley (a Toronto-based corgi with some 34,000 followers on Instagram), Nacho Cilantro (television personality Jillian Harris’ boxer) and Rusty (tech personality Amber Mac’s rescue dog).

Read full article on Strategy Online

 

Check it out: L’Oreal Puts Women’s Worth on Display

On International Women’s Day, the brand stopped people on the street to get their spin on its long-running tagline.

L’Oreal Canada used a long-running tagline and the biggest billboard in Canada to help women make bold statements about their self-worth on International Women’s Day last week.

L’Oreal has been using the “Because I’m Worth It” tagline since 1971, and for this execution, it let women show what “I’m Worth It” means to them, making statements on subjects from pay equity to self-esteem.

Working with agency McCann Canada, the foundation of the campaign’s creative was made by combining portraits and quotes from L’Oréal Canada employees, nominees for its Women of Worth philanthrophic program and L’Oréal-UNESCO For Women in Science awards recipients.

Read Full Article in Strategy Online

Social-Impact Branding Isn’t Going Anywhere This Year–And Neither Are The Gaffes

Here’s how companies can take an activist stance–without making a mess of it.

The year has only just begun and H&M has already inadvertently inaugurated the “biggest brand fails of 2018” list. Having released–and then quickly pulled–a product photograph depicting a young black child wearing a “Coolest Monkey in the Jungle” sweatshirt, the company was attacked for being insensitive, offensive, and, to some, racist.

I do not believe H&M meant any harm. The company made a mistake not thinking hard enough about how such a photograph could be construed. But its actions follow a pattern similar to that of various brands that misstepped while wading into social issues in 2017.

In today’s world, the lines between citizens and consumers, beliefs and brands, are blurring. Companies today are expected to align with their values in word and deed. So you get brands like Pepsi overreaching and botching its attempt to relate to the activist subset with its disastrous spotlast year featuring Kendall Jenner. You also see brands like Dove lambasted for its tone-deaf ad featuring women of color and its misguided attempt to sell its products in bottles nominally shaped like different women’s bodies, and McDonald’s criticized for exploiting a son’s grief over losing his father.

Read Phil’s full article on FastCo online

Hudson’s Bay’s Grand Portage Team Kicks Off Tour Across Canada in Victoria, British Columbia

Hudson’s Bay to raise funds in support of Trans Canada Trail to connect The Great Trail in Celebration of Canada’s 150th

Today, iconic Canadian retailer Hudson’s Bay kicked off its summer-long Grand Portage adventure in Victoria, British Columbia.

The day marked the first leg of the 66-day journey and began with the three-person Grand Portage team meeting at Clover Point Park – Mile Zero of The Great Trail. From there the team traveled to Victoria’s Inner Harbour where they were joined by Outdoor Adventurer and two-time Olympic Medallist Simon Whitfield, Olympic Medallist Conlin McCabe and Adam Creek, Olympian and Trans Canada Trail Champion. Together the group enjoyed a morning of paddling with the Victoria-based Fairway Gorge Paddling Club. Later that day, the Grand Portage team made its way to Vancouver, British Columbia where they portaged through the downtown streets into CF Pacific Centre – the first of 10 Celebration Tour stops at Cadillac Fairview shopping centres across the country.

“This is the moment we’ve all been waiting for; to send our adventurers off in exploration of our vast, beautiful country, as they journey along The Great Trail,” said Alison Coville, President, Hudson’s Bay. “We are thrilled to bring the Grand Portage experience to all Canadians, to raise awareness and funds for the terrific cause of connecting The Great Trail.”

“We are so grateful to Hudson’s Bay for partnering with us at Trans Canada Trail”, said Valerie Pringle, co-Chair, Trans Canada Trail Foundation. “They are helping to raise awareness and significant funds to connect The Great Trail, which in turn helps us honour the thousands of volunteers and donors who have so generously given to this iconic Canadian project.”

During this summer-long adventure, Canadians across the country are invited to celebrate Canada’s 150th with The Grand Portage Celebration Tour, taking place in partnership with Cadillac Fairview. The Celebration Tour will engage Canadians locally and give them an opportunity to support the connection of The Great Trail, in honour of Canada’s landmark birthday.

“Cadillac Fairview is thrilled to be the official host of the Grand Portage Celebration Tour,” said Sal Iacono, Executive Vice President, Cadillac Fairview. “As a proudly Canadian company, we could not think of a better partner than Hudson’s Bay, the country’s oldest department store, to celebrate Canada’s milestone birthday. We look forward to bringing this incredible experience to communities across the country at select CF shopping centres this summer.”

Travelling through eight markets and stopping at flagship Hudson’s Bay locations between June and August 2017, the Grand Portage Celebration Tour will be anchored by pop-up retail mall activations at 10 premiere Cadillac Fairview shopping centres.

The immersive experience will include a Great Trail scavenger hunt, a social media booth featuring a Hudson’s Bay iconic striped canoe, a fundraising wishing well and a screening lounge which will highlight sections of The Great Trail. At the center of these activations will be a rustic, wooden cabin, which will also serve as a pop-up retail space, selling the Grand Portage collection. Ranging in price from $4 – $119.99 CAD, a percentage of net proceeds from every purchase will support the connection of The Great Trail.

In addition, Canadian and HBC Bursary athletes will make personal appearances at Hudson’s Bay stores along the way, for customer meet-and-greets. Customers who pre-purchase the limited-edition, keepsake mini canoe paddle ($20) will have the opportunity to get their paddle signed by athletes in key cities across the country.

The Celebration Tour will stop in the following markets:
Vancouver – CF Pacific Centre & CF Richmond Centre
Calgary – CF Chinook Centre
Winnipeg – CF Polo Park
Toronto – CF Sherway Gardens & CF Toronto Eaton Centre
Hamilton – CF Lime Ridge
London – CF Masonville Place
Laval – CF Carrefour Laval
Ottawa – CF Rideau Centre

On March 2, 2017, Hudson’s Bay announced a commitment to raise $1 million to help connect The Great Trail, which is the longest recreational trail in the world. Both a fundraising initiative and a call to action to get outdoors and explore, the Grand Portage program includes a collection of commemorative fundraising merchandise, in addition to the Grand Portage team’s journey across Canada. The Grand Portage team’s adventure will culminate in a special celebration in Ottawa on August 26, 2017.

To follow along on the Grand Portage team’s adventure, follow @hudsonsbay on Instagram, Twitter, Facebook and Snapchat and the official hashtag for the program #HBGrandPortage. For the full schedule and details about the Celebration Tour, or additional information on how to donate to The Great Trail, please visit hbgrandportage.ca.

ABOUT HUDSON’S BAY
Hudson’s Bay Company, incorporated in 1670, is North America’s oldest company. Hudson’s Bay has grown to become Canada’s most prominent department store, today operating 90 full-line locations and thebay.com. For the first time since the banner’s inception, Hudson’s Bay will open outside of Canada with 10 new stores in the Netherlands in 2017, and an online shopping destination at hudsonsbay.nl. This expansion will introduce a new and exciting shopping experience in the Netherlands, catering to the Dutch market. Hudson’s Bay has established a reputation for quality, service, and style by offering well-edited assortments of exclusive and popular fashion, beauty, home and accessory designers and brands, as well as exclusive food concepts. It is part of the Hudson’s Bay Company brand portfolio.

THE GREAT TRAIL BY TRANS CANADA TRAIL
It began as a bold dream in 1992: the idea of creating a trail that would be a gift from Canadians to Canadians. Since then, Trans Canada Trail (TCT) – a not-for-profit organization – has been working with donors, partners, governments, landowners and volunteers to create an epic trail of trails offering a wide range of outdoor experiences on greenway, waterway and roadway. TCT’s goal is to connect the Trail and the country for Canada 150 celebrations in 2017 and future generations of happier, healthier Canadians. Every province and territory is home to its own stretch of The Great Trail, which is owned and operated at the local level. For more information: TheGreatTrail.ca

ABOUT CADILLAC FAIRVIEW
Cadillac Fairview is one of the largest owners, operators and developers of best-in-class office, retail and mixed-use properties in North America. The Cadillac Fairview portfolio is owned by the Ontario Teachers’ Pension Plan, a diversified global investor which administers the pensions of more than 300,000 active and retired school teachers. The real estate portfolio also includes investments in retail, mixed-use and industrial real estate in Brazil, Colombia and Mexico. Valued at more than $28 billion, the Canadian portfolio includes over 38 million square feet of leasable space at 67 properties in Canada, including landmark developments, such as Toronto-Dominion Centre, CF Toronto Eaton Centre, CF Pacific Centre, CF Chinook Centre, Deloitte Tower and CF Carrefour Laval.

Golf Fore the Cure

gftcbanner3Subaru Canada is presenting sponsor of Golf Fore the Cure in conjunction with Golf Canada. The initiative is focused on growing women’s participation in the game of golf by introducing them to the sport through fun, non-intimidating activities.

Over 100,000 individuals have participated in a Golf Fore the Cure event across the country in the past decade and the event reached $5.1 million toward ending the fight against breast cancer. As presenting sponsor for the past seven years, Subaru Canada offers the backing and support needed to fuel the program towards its goal of growing participation and fighting breast cancer. Throughout the program’s 10 years, Golf Fore the Cure has donated its fundraising sum to the Canadian Cancer Society as well as the Quebec Breast Cancer Foundation.

To show their appreciation for those involved, in 2014 Subaru Canada is offering all participants a $750 rebate on the purchase or lease of any new Subaru vehicle.

Corus Feeds Kids

corus_cares_banner_landingLaunched in 2012, Corus Feeds Kids raises awareness and funds by partnering with local food banks to deliver a comprehensive campaign supported not only by Corus national TV brands, radio services and online assets but also special events, talent participation and social media activities held across the country.

As part of the Corus Feeds Kids campaign, Corus introduced a volunteer program where staff can volunteer their time to organizations focused on feeding children.

Corus Feeds Kids’ goal is to raise $3 million and contribute 3,000 employee hours in three years.

In fiscal 2013, the initiatives raised over $1 million in monetary and food donations for local community food banks. As well, Corus provides paid time off for employees to volunteer in their local communities and, in fiscal 2013, employees donated more than 800 hours of volunteer time to local charities and philanthropic causes.

Highlights from 2013:

  • World-renowned children’s entertainers, The Wiggles, selected Corus Feeds Kids as their cause partner during the Canadian leg of their fall 2013 tour
  • The Wiggles also wrote and produced a song entitled, Power Through the Day, about the importance of food to fuel children in their day-to-day activities
  • Corus Feeds Kids partnered with the Canadian Pacific Holiday Train in 2013 for their Toronto and Winnipeg stops which raised $15,000 in monetary and food donations benefitting local food banks
  • Maple Lodge Farms partnered with Corus Feeds Kids in 2013, generously donating $100,000 to local food banks
  • For the second year in a row, Nando’s Flame-Grilled Chicken generously  donated $10,000 to Corus Feeds Kids and provided lunch for a staff fundraiser at Corus Quay in support of Corus Feeds Kids Day
  • Corus Radio Toronto was recognized with the Ontario Association of Broadcasters Community Service Award for their Corus Feeds Kids awareness efforts
  • Toronto’s Daily Bread Food Bank presented Corus Entertainment with a Champion Award recognizing the Company’s commitment and efforts in alleviating childhood hunger

Clean Drinking Water Campaign

CleanWater_Landing_July17_EIn April and July 2014, Procter & Gamble donated one day of clean drinking water for every P&G product purchased in store or online at Walmart to the Children’s Safe Drinking Water Fund. The Canadian initiative supported P&G’s goal to save one life every hour by 2020 through the provision of two billion litres of clean water each year. From May 1 2014 to March 31, 2015, the purchase of a selection of more than 20 P&G products including Tide, Pampers, Duracell, Dawn, and Pantene at Walmart also generated a donation.

The Children’s Safe Drinking Water Program utilizes P&G water purification packets, a water purifying technology developed by P&G to help reduce sickness and death resulting from drinking contaminated water. One small P&G water purification packet turns 10 litres of potentially deadly water into clean, potable water. Nearly seven billion litres of clean drinking water have been provided by humanitarian organizations across the globe using P&G packets, including CARE, PSI, Save the Children and World Vision helping to save an estimated 39,000 lives in more than 75 countries.

Molson Canadian Red Leaf Project

molson_red_leaf_projectLaunched in Canada June 2011, the Molson Canadian Red Leaf Project is a commitment to positively impact the Canadian environment in communities from coast to coast, incorporating tree plantings, urban greening projects and shoreline cleanup efforts.

In 2012, the Red Leaf Project was responsible for an additional 100 park clean-up projects across the country. With more than 5,380 volunteers participating from across Canada the Red Leaf Project, created a new pocket park in Calgary, planted more than 1861 trees, collected more than 220 bags of litter and removed more than 1,125 invasive species from parks and waterfront areas across Canada. More than 60% of consumers who participated said they “wanted to give back to the community and environment.”

While participating in a community greening event is reward enough for many people, many Red Leaf Project initiatives come with an added bonus – a free ticket to attend a local concert taking place afterwards.

The Red Leaf Project partners with Evergreen, a national charity in Canada that creates and sustains dynamic green spaces in parks, school grounds and communities across the country. By deepening the connection between people and nature, and empowering Canadians to take a hands-on approach to their urban environments, Evergreen is improving the health of our cities—now and for the future. For more information, visit www.evergreen.ca.

The Red Leaf Project drove significant engagement with consumers through digital media. There were more than 23,000 total “pins” redeemed online resulting in a $420,000 contribution to the program. The Molson Canadian Red Leaf project website received more than 110,000 visitors with more than 97,000 being unique visitors. The Facebook site had over 35,000 fans over the course of the program. The Red Leaf Project continues to be an initiative that positively drives brand equity and differentiation.

Dove Self-Esteem Project

DOVE SELF-ESTEEM FUND - Girls Unstoppable campaignDove recently conducted a study and found that low self-esteem and lack of body confidence prevents girls, particularly ages eight to 16, from doing many physical activities they love, including swimming and soccer.

The brand’s challenge was not only to create awareness for its target audience of moms ages 25 to 54, but also let girls know about all the things that the Dove Self-Esteem Project does to promote confidence in themselves and their bodies.

Strategy
With a shocking statistic that “six out of 10 girls avoid doing things they love because they lack body confidence,” the brand decided to visually dramatize this truth with an outdoor execution.

Dove created a campaign that would connect consumers to the tangible things the Dove Self-Esteem Project does, which include giving women the tools (such as information guides and games) to inspire each other and the girls in their lives. The brand also wanted to help moms and mentors talk to young girls in their lives about body issues, before they become ingrained and destructive.

Execution
In April 2013, with the help of Ogilvy, Mindshare and Harbinger, Dove erected two 3D billboards featuring real soccer cleats and swimsuits, along with two large-scale vinyl ads, in busy intersections in two of Canada’s largest cities (Toronto and Montreal). The billboards revealed shocking statistics on how body image issues prevent girls from participating in sports. The intent was to raise awareness and help spark conversations between moms, mentors and girls.

Results
The campaign generated seven million impressions, with media running for over two months. The 3D billboards alone garnered nearly three million impressions. The local execution was well received around the world, and is being picked up and executed in other markets, such as Australia. The campaign also won a Cause + Action Award and this write-up can be seen on Strategy Online.

Home is Where the Heart Is

mcdonalds-dad-cine-231x300For the past 33 years, Ronald McDonald House Charities Canada (RMHC) has welcomed families who have a child in the hospital by providing them with affordable accommodations and a supportive environment. The program places families into a House within close proximity to a hospital, especially beneficial for families from out of town (as many smaller cities don’t have dedicated children’s hospitals) or unable to make the lengthy commute each day. The need to travel far from home to access specialized care is growing, as is the demand for the services, the latter due to advancements in medical treatments, where more children are being treated, but over longer periods of time. The total number of bedrooms at the Houses has increased to 398 from 268 and the need is projected to rise to 538 by 2017.

Strategy
Research in 2011 indicated that while 94% of Canadians are strongly aware of RMHC, 32% of people don’t understand what the organization actually does. So to help educate people about its mission, and subsequently increase donations to expand its footprint, McDonald’s launched a campaign that put people in the shoes of those who use the Ronald McDonald Houses.

Execution
Working with agency Cossette, the campaign included creative on TV, cinema, print, radio, OOH and tray liners in McDonald’s restaurants that showcased RMHC with a series of snapshot views that captured everyday family moments of those living in the Houses. Creative showed how the Ronald McDonald Houses provide a sanctuary at a time when families’ lives have been turned upside down. The stories were told through the lens of each family member: mom, dad and child. By putting themselves in the mindset of these families, viewers were able to empathize with those who are affected and understand the services they require to be near their loved ones.

Results
The campaign was attributed to a 59% lift in understanding of what RMHC does for families, as well as a 72% lift in donations to help expand the House network and create more bedrooms for families in need. The campaign received coverage in 135 media outlets, as well as $4 million worth of donated media, which helped generate almost 13 million impressions. The campaign won a Cause + Action award. This write-up can be found on Strategy Online.