Canadian Tire’s $5 Million Donation Announced In New Ad

Canadian Tire is donating $5M to Canada’s Frontline Healthcare and Community Workers and has published a new ad.

According to this article in Strategy Online,

The ad – created by Taxi – shows families spending time with each other inside their homes, backyards and over video chat, doing their best to maintain the “values” they have always lived by, like doing things for the people they love. The company then pledges to do what it can to help them do that, because “values matter more now than ever…not because we’re Canadian Tire, but because we’re Canadian.”

Belairdirect Announces $1.5 Million Donation to Breakfast Club of Canada

Partnership involves a $1.5-million contribution over three years to support Canadian school breakfast programs

TORONTO, March 26, 2018 /CNW/ – belairdirect is proud to announce a new partnership with Breakfast Club of Canada and a donation of $1.5 million over the next three years. With this contribution, Breakfast Club of Canada will open new breakfast programs in three Canadian schools in areas of greatest need. In addition, this contribution will help support existing programs across all of Canada supporting Breakfast Club of Canada’s mission. belairdirect will also assist the Club with an applied research initiative on food insecurity in children caused by child poverty, in order to raise awareness and educate Canadians on this issue that affects far too many of Canada’s youth.

Confronted with the surprising statistic that one in five Canadian children lives in poverty, belairdirect is acting decisively in an effort to help Breakfast Club of Canada close the gap that far too many families are slipping through. With 60 per cent of learning happening in the morning, students who arrive at school hungry are at a disadvantage. On average, students who miss breakfast lose about 132 minutes of learning time each day, which over the course of a school year equates to four months.

“belairdirect’s dedication to reducing the number of children going to school hungry and commitment to student success, shows again that a reputable national company such as belairdirect can help reverse the tide. We are very excited to have this new, like-minded partner to ensure more children have access to a healthy breakfast before class. We thank belairdirect for their investment in the lives of children and youth across the country,” said Daniel Germain, Founding President, Breakfast Club of Canada.

“The well-being of children is essential to the development of our society. The fact that nearly 1.2 million children do not receive adequate food and oftentimes go without food altogether is disheartening,” says Anne Fortin, Senior Vice President, Direct Distribution, belairdirect. “It is more than just breakfast. In partnership with Breakfast Club of Canada, we are looking to make a concrete difference in the lives of children by providing them with the fuel to succeed academically, as well as improve overall self-esteem.”

Students attending breakfast programs have shown improvement in skills like independent work, initiative, conflict resolution, and class participation. Breakfast is brain food, and a balanced meal in the morning helps with behaviour and concentration as well as social skills. The impact Breakfast Club of Canada programs have on Canadian children goes beyond fulfilling the immediate need of a healthy meal, but rather helps build confidence and enables them to reach their full potential.

About the Breakfast Club of Canada
For 23 years, Breakfast Club of Canada has been committed to nurturing the potential of children by ensuring that as many as possible have access to a nutritious breakfast served in an environment that promotes their self-esteem before classes begin. Much more than a breakfast program, the Club’s approach is based on commitment, self-esteem and capacity development. It partners with communities and regional organizations to establish an optimal formula adapted to local needs. Now active across Canada, the Breakfast Club helps feed more than 200,000 Canadian children in 1,600 schools across the country. For more information visit

About belairdirect
Founded in Quebec in 1955, belairdirect provides car and home insurance products directly to consumers. It currently employs more than 1,600 people. The company offers a simple but complete solution, allowing customers to communicate with an agent by phone or online. belairdirect was the first property and casualty insurer in North America to sell car insurance products online (, attesting to the company’s innovative character. belairdirect is a subsidiary of Intact Financial Corporation, the largest provider of property and casualty insurance in Canada and a leading provider of specialty insurance in North America (TSX : IFC – For more information, please visit or follow belairdirect on Facebook, Instagram and Twitter.

Great-West Life, London Life and Canada Life invest in Indigenous youth education

Sponsorship of Indspire will help Indigenous youth pursue post-secondary opportunities

This year’s Youth Laureate award winners [L-R: Ashley Callingbull, Dr. Donna May Kimmaliardjuk, and Tracie Léost]. We’re proud to support this award along with our $250,000 support for the Building Brighter Futures program. (CNW Group/Great-West Life Assurance Company)

WINNIPEG, March 23, 2018 /CNW/ – As the Youth Laureate award sponsor at the 25th anniversary Indspire Awards, Great-West Life, London Life and Canada Life are proud to honour and congratulate three exceptional Indigenous achievers – Ashley Callingbull, Donna May Kimmaliardjuk and Tracie Léost. The Indspire Awards recognize First Nations, Inuit and Métis individuals who demonstrate outstanding achievement.

In addition, the companies are pleased to announce a new $250,000 commitment to Indspire’s Building Brighter Futures program. These funds will be matched by the Government of Canada, and will help Indspire as they continue to encourage Indigenous youth to reach their full potential through education.

“Indspire has an extensive record of success when it comes to bringing organizations together in support of Indigenous achievement, and our companies are proud to support their efforts,” says Paul Mahon, President and Chief Executive Officer, Great-West Lifeco. “Our new five-year commitment will give even more Indigenous youth access to bursaries, scholarships and awards that will help them finish their post-secondary education and become tomorrow’s leaders.”

To date, the companies have contributed over $1 million in support of Indspire. Great-West Life, London Life and Canada Life share Indspire’s belief that encouraging Indigenous youth to see the positive effects of a good education, and investing in Indigenous education, creates lasting benefits.

Congratulations to all the award winners, and to Indspire – for 25 successful years of the Indspire Awards and for opening the door to a range of education opportunities for Indigenous youth. To learn more about Indspire, visit

Building a brighter future for communities
Together, Great-West Life, London Life and Canada Life help to build a brighter future for communities by providing financial support focused on education, health and wellness, arts, social services and community development. As an Imagine Caring Company, supporting the principles of corporate citizenship and benchmarks for community investment established by Imagine Canada, they contribute at least one per cent of average pre-tax profits in support of the communities where their employees live and work. In 2017, our companies contributed $13.5 million to communities. To learn more visit


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

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 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 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.

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:

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.

Purolator’s Tackle Hunger

Recognizing that hunger is an important issue that affects Canadians across the country, Purolator is committed to helping alleviate hunger in the communities in which its employees live work and play.

The Purolator Tackle Hunger® program works closely with employees, partners, agents, customers and food banks across Canada to collect donations and help raise awareness about the issue of hunger in Canada. Since its inception in 2003, the program has helped deliver the equivalent of more than eight million pounds of food to food banks across Canada. For more information, visit

Learn more about this program in the video below!

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.

WestJet Cares for Kids

logo_westjetCaresForKids_BilingualWestJet Cares for Kids was launched in March 2007 and supports seven national charities that work to improve children’s health and wellness.

By donating the gift of flight, WestJet helps its partners deliver essential programs to the children and youth they serve, raise money and reduce the cost of their business travel. WestJetters provide a customized guest experience for children who have specialized medical requirements as well as volunteering in their communities and hosting fundraising efforts.


RBC Blue Water Project

RBC-Blue-WaterLaunched in 2007, the RBC Blue Water Project is a 10-year global charitable commitment of $50 million to help provide access to drinkable, swimmable, fishable water, now and for future generations.

The RBC Blue Water Project is a wide-ranging program dedicated to protecting the world’s most precious natural resource: fresh water. The company supports initiatives that help protect water in Canadian towns and cities.

RBC also promotes responsible water use with employees and clients, is committed to reducing the intensity of their own water footprint and encourages the growth of water businesses.

The centerpiece of the RBC Blue Water Project is a $50 million charitable commitment to support organizations that are working to protect water. RBC provides grants in regions where they have a business footprint.

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President’s Choice Children’s Charity and Breakfast for Learning

PCCC_BFLfundingPresident’s Choice Children’s Charity (PCCC) has supported Breakfast for Learning as National Premier Sponsor for the past five years, providing fundamental support to feed thousands of children millions of healthy meals and snacks throughout the country. Since the collaboration started five years ago, PCCC has granted more than $12 million to provide nutritious meals and snacks to children and youth in each province and territory.

President’s Choice Children’s Charity announced another $2.8 million will be provided for Breakfast for Learning-funded nutrition programs in the 2013/14 school year. With this help, Breakfast for Learning will support more than 2000 nutrition programs across Canada, feeding approximately 350,000 children more than 50 million healthy meals and snacks.

100% of funds raised for President’s Choice® Children’s Charity by Loblaw banner stores like Loblaws®, Zehrs®, Your Independent GrocerTM, valu-mart®, Fortinos®, Real Canadian Superstore®, Real Canadian Wholesale Club®, Extra Foods®, nofrills®, Atlantic Superstore®, SaveEasy®, Dominion® (Newfoundland and Labrador only), Maxi®, Maxi & Cie®, Provigo®, Cash & Carry®, Club Entrepot® and Les Entrepots Presto® goes to helping Canadian kids.

Canadian Tire Jumpstart Charities

jumpstartIn 2005, Canadian Tire Jumpstart Charities (Jumpstart) was established to help remove the financial barriers keeping many kids from participating in sports and physical activity. Throughout the year, the charity raises funds, works with Community Partners to identify families in need, and assists with the costs associated with registration, equipment and/or transportation helping kids ages 4 to 18 from financially disadvantaged families.

During May of 2014, the Canadian Tire Family of Companies raised over $1,500,000 for Jumpstart through the annual Red Ball campaign, in which Canadians can make a $2 donation in exchange for a Jumpstart Red Ball at Canadian Tire, Mark’s, Sport Chek, Atmosphere and Canadian Tire Gas+ locations.

Read More About Canadian Tire Jumpstart Charities