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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Manulife Volunteer Initiatives

manulife_investing_timeIn 2009, Manulife Financial looked to define a cause marketing strategy that would not only align well with their brand values (strong, reliable, trustworthy and forward-thinking) but would also have high potential to engage employees, advisors and Canadians across the country.

Inspired by the longstanding community work of their employees and financial advisors, Manulife chose volunteerism as their Signature Cause based on its potential to meet those two objectives. The opportunity was defined under three pillars: to inspire a new generation of volunteers; to support Canada’s volunteering community and help it grow; and to engage volunteers in great volunteer opportunities that match their interests, skills and schedules.

Today, a pillar of Manulife’s social responsibility efforts in Canada is their commitment to volunteering. With a pledge to inspire, support and engage every individual and every organization that is investing time and resources in their communities, Manulife supports a variety of volunteer-focused initiatives including:

My Giving Moment, a social marketing campaign supported by business and community leaders that celebrates and generates the kind of giving that is in the Canadian DNA.

GetVolunteering, a website that shows visitors how to get the most out of life through community involvement. A ‘Get Matched’ page provides a chance to give back wherever you live in Canada.

Bridging the Gap, a landmark research report developed in partnership with Volunteer Canada, The Centre for Voluntary Sector Research and Development and Harris Decima. The research explored today’s volunteers and potential volunteers to learn who they are, what they’re looking for and what they can offer, so that everyone’s efforts can be more effective.

Internally, 2287 Manulife employees dedicated 26,602 volunteer hours in 2013.


Koodonation is Canada’s first-ever micro-volunteering website. A corporate social responsibility initiative of Koodo Mobile, it was designed to inspire and engage Koodo’s millennial customers in volunteering.

Microvolunteering is done online, in short bursts with only a short time commitment, a simple way for Koodo’s tech-savvy young customers to support local charities, non profits and organizations that need help.

More than 9,000 young Canadians have volunteered time to help more than 380 non-profits and charities on the Koodonation website.

The strategy behind Koodonation was based on extensive research that revealed Canada’s generation of young people aged 13-18 are very generous, donating an average $293 of their own money to charitable causes every year. Those aged 19-29 donate an average $400 per year. Millennials devote significant time to volunteering and want to do more, although they often don’t have time due to their busy schedules.

koodonationKoodonation was launched with a massive Wipeout-style event in Toronto’s downtown Yonge-Dundas Square, where teams from four post-secondary schools battled it out in fun, visually exciting challenges such as sumo wrestling and tricycle races. The winning team, Durham College, won a $30,000 donation to its favourite charity.

The launch was hosted by MTV’s Sheena Snively and attended by celebrities Jeremy Taggert of Our Lady Peace, Daniel Johnson of the Stereos, and Mike Bradwell, a star football player for the Toronto Argonauts. The launch of Koodonation earned more than 30 million positive media impressions.

In year two in 2013, the “Koodonation Online Throwdown” was created: a virtual competition that challenged post-secondary students at schools across Canada to do the most good online via Koodonation in a two-week timeframe. The campaign won a Cause + Action award in 2013. The write-up can be seen here.

Koodonation was created by Strategic Objectives and this write-up can be found on their website.

BC Hydro Power Smart

BC Hydro has influenced many of its consumers to reduce their energy consumption through its Power Smart loyalty program.