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

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.

Tire Take Back

tire_take_backOntario Automotive Recyclers Association (OARA) and Ontario Tire Stewardship (OTS) hold an annual Tire Take Back event to raise money for the Sunshine Foundation of Canada. For 6 days in May, Ontario residents can drop off unlimited used tires for free at 60 participating OARA Member locations during business hours across the province.

OARA Members process end-of-life vehicles (ELVs) in an environmentally responsible manner, ensuring the environment is protected from potentially harmful operating fluids and toxins such as mercury and lead. All tire collection allowances from each tire dropped off go towards the Sunshine Foundation of Canada, an organization that helps dreams come true for children who are challenged by severe physical disabilities or life-threatening illnesses.

Since 2010, the collection events helped to raise over $700,000 dollars to support this cause.

This Shirt Project

roots_thisshirtBuy a T-Shirt. Build a school.

Dhani Oks, co-founder of the Academy of Lions, heard Michael “Pinball” Clemons speaking on the Bob McCown Show in December 2010 about his foundation’s 131 School Project. Inspired by the fact that it only takes $8,500 to build a school in Africa, Dhani enlisted the kids at the Academy of Lions to design a t-shirt that stated, “THIS SHIRT BUILT A SCHOOL IN AFRICA.” Dhani calculated that 500 shirts could build a school in Kenya or Sierra Leone. The goal was to sell enough shirts in one day to build a school.

On Christmas Day 2010, 200 t-shirts were sold with no marketing or funds for promotion. Dhani simply used social media tools to spread the word. The t-shirts continued to be sold in the Academy of Lions General Store.

In November of 2011, Dhani was giving a keynote address at Roots Headquarters. The Academy of Lions was partnering with Roots for the Roots Village Project. Dhani presented the idea of THIS SHIRT BUILT A SCHOOL IN AFRICA as an example of small, simple & powerful ideas. Roots co-founders, Don Green and Michael Budman were in attendance and were struck by the concept. A deal was made minutes after the presentation, where Roots agreed to produce and sell THIS SHIRT in stores and online worldwide, donating 100% of the profits to the MPCF to build schools in Africa.

To kick off this partnership, The Academy of Lions, Roots and the foundation worked together to strive to do something big and “Build a School in a Day”. The goal was to sell 500 shirts on December 8, 2011. That day, well over 500 shirts were sold and the goal was accomplished. The momentum has been maintained and to date enough shirts to build 8 schools through this initiative. Roots has committed to retail the shirts for one year and is still carrying the shirt as of July, 2014.

The White Cashmere Collection

cashmere-wccgroupThe White Cashmere Collection (WCC) is a fund- and awareness-raiser for the Canadian Breast Cancer Foundation (CBCF) that hinges on a mega runway fashion show. The bathroom tissue collection is crafted entirely using sheets of Cashmere bathroom tissue and showcases its Pink Cashmere product, with 25 cents from the sale of every package going to the CBCF.

Over the past decade, the collection has featured more than 120 top Canadian fashion designers and has been promoted using almost every platform from traditional advertising to social media. The goals for the 2013 program were to reassert Cashmere’s CSR position, celebrate the collection’s 10-year anniversary and surpass 2012′s massive media coverage.

Until 2013, PR was the primary awareness driver for the program. Working with agencies Strategic Objectives, Fuse, Totem, John St., Maxus and Propeller Digital, the brand created a multi-layered, multi-phased cause marketing campaign that was designed to generate year-round media coverage for WCC. This was Cashmere’s most aggressive CSR marketing campaign ever.

A runway fashion show at Toronto’s AGO took place in September, hosted by breast cancer survivor and CTV Canada AM co-host, Beverly Thomson. The collection was curated by fashion designer Farley Chatto and starred 20 Canadian designers, whose garments and accessories were crafted using only Cashmere tissue.

The brand executed six bilingual and national traditional and social media campaigns over a 10-month period, and targeted fashion, beauty, lifestyle, news, trade and consumer journalists to create awareness. Toronto, Vancouver and Calgary media tours expanded regional coverage and asked Canadians to visit the brand’s Facebook page and vote for their favourite garment. Cashmere donated $1 for each vote to the CBCF (up to $10,000).

For the first time, the WCC and CBCF were featured in a national Cashmere TV ad. Also a first, the brand’s parent company, Kruger Products, integrated the collection into its trade show and in-store sampling programs to showcase the program as well as the Pink Cashmere products.

In the end, more than 155 million media impressions were generated, with 369 media stories as well as five-plus hours of broadcast coverage. The campaign also received more than six million Twitter impressions, 45,000-plus votes and the brand’s Facebook fan base grew by an average of 400 per day during the campaign.

The campaign won a Cause + Action Award and this write-up can be found on this page on Strategy Online.

The Lush-est of gardens

By Erin Knutson

Special to The Pioneer

Since 2007, the ethically conscious handmade cosmetics company Lush Canada has been generously donating its profits from their charity-giving enterprise Charity Pot. Envisioned by CEO and founder Mark Constantine, the handmade cosmetic program supports grassroots organizations in exciting new ventures.

Locally, the Groundswell Community Greenhouse has been the recipient of a $20,000 donation by Lush towards its modern 12,000 square foot state-of-the-art permaculture garden. Harnessing both permaculture and renewable energy, Groundswell is in year four of construction on its inspired project.
“We are creating an outdoor teaching space, an open stage, a gathering place for community outdoor events,” said Bill Swan, project leader for the Groundswell’s Community Greenhouse development. “We are pushing toward completion — we are at eighty per cent.”

Read Full Article…

Home Sweet Home

Home Sweet Home  – TELUS and WWF Canada

Canadian telecommunications company TELUS is the country’s second largest telecom company, differentiating itself with a strong community investment program. Since 2000, TELUS has contributed more than $340 million to charitable and nonprofit organizations including $5.2 million to animal-related causes.

In 2013, TELUS entered into a formal partnership with WWF Canada to not only help face conservation challenges head on, but also to provide opportunities for team members and customers to help make a difference. TELUS committed $1,000,000 over four years to WWF conservation efforts across Canada, including $250,000 in 2013 through a cause marketing effort called Home Sweet Home. The goals were to provide a fun and engaging way for Canadians to love and care for national critters, educate consumers on the TELUS commitment to animal welfare and build brand affinity. The campaign took home a Silver Cause Marketing Halo Award at the 2014 Cause Marketing Forum Conference. The campaign also won a Cause + Action award.

Through a charming and compelling mass campaign delivered through TV, online ads, transit shelter ads, billboards and in-store promotions, TELUS encouraged Canadians to buy a plush panda in-store and online with proceeds going to WWF as ‘the gift that gives back’ with $2.50 from each panda sale donated to WWF.

With clever social media activations that also earned this campaign a Silver Halo Award in the Social Media category (see details here), TELUS took the the streets in Vancouver and Toronto at bus stops and in malls to spread the campaign message.

To make sure Canadian youth had an opportunity to support the campaign, TELUS ran a challenge on We365 – TELUS and Free The Children’s app created to promote social good. The challenge invited kids to share which at-risk Canadian critter they were most passionate about protecting. When they did, they were entered to win a WWF adoption kit, and $5 was donated to WWF (to a maximum of $2,000).

In addition, the annual TELUS calendar featured WWF campaign critters and holiday e-cards triggered an additional $1 donation to WWF for each card sent, up to $50,000.

As a result, $250,000 was donated to WWF Canada and more than a quarter million Canadians were reached with the campaign message.

So Long, Winter!

To celebrate the end of a long, hard winter, 7-Eleven invited Canadians to shed their winter blues along with their coats, boots, fleece, hats and gloves. In partnership with the Salvation Army Thrift Store, the convenience chain encouraged its guests to give back and, at the same time, celebrate the unofficial start of summer with Slurpee. As a thank you, 7-Eleven offered a free Slurpee to everyone who makes a donation in a one-day event at participating stores across the country. 100% of donations go to the Salvation Army Thrift Store in 11 locations to help those in need.

As an added twist to the charity drive, guests were challenged to take fun selfies wearing all the layers they’re able to donate. The Instagram contest rewarded one lucky winner a year’s worth of Slurpee drinks for original and creative outfits.

Paws for the Planet

NESTLÉ PURINA PETCARE CANADA - Purina's Paws for the PlanetAnimals at the Toronto Humane Society will be spending more time outside this summer thanks to the Paws for the Planet initiative, a program established by Purina and Evergreen to create a better, greener world for people and their pets. Communities across the country are pitching in to create safe and sustainable spaces for shelter animals to enjoy while they wait for their forever homes.

The Toronto Humane Society (THS) was the fourth of seven shelters across Canada to receive the green treatment as Purina and Evergreen joined together to renovate the renowned shelter that has been helping animals for decades. Last year, Paws for the Planet visited five shelters across Canada, including Toronto, where the team created rooftop gardens with a variety of animal-friendly plants.

Canadians can join the initiative and learn how to reduce their pet’s eco-paw print by visiting They can also enter the contest online to win one of three $5000 backyard makeovers to create more green space at home to enjoy with their pets. With every contest entry, Purina will donate $5 (up to a maximum of $50,000) to Evergreen’s Stewardship and Restoration/Urban Ecology program to engage people in creating, restoring and stewarding accessible public green spaces across Canada.

Jars from the Stars

BernardinHome canning company Bernardin has enlisted 45 Canadian celebrities for its “Jars from the Stars” initiative. The company asked well-known celebrities, personalities and chefs to fill up Bernardin’s vintage-inspired green mason jars with something that represented them. Each one was signed and put up for auction on eBay. Bids start at $9.99 and all benefits from the auction will go to Community Food Centres Canada (CFCC).