Yop targets convention-breaking teens

With “For the Better,” the yogurt brand takes a stand for youth working to change the world.

General Mills drinkable yogurt brand Yop is telling the stories of the next generation in its latest national campaign.

The “For the Better” campaign, which includes a series of four co-branded videos in French and English, was created by agency Cossette and Vice Media’s Montreal office.

The two-part campaign includes an integrated brand content piece called “Game-Changers,” which shows a close relationship between 11-year-old Josiah and his father, as well as a mini-documentary series which highlights youth like Evelyn Sifton, a 23-year-old transgender cyclist and LGBTQ activist, Sarah Fournier, a 22-year-old special education teacher and boxer, and Jerimy Rivera, a 24-year-old  Montreal-based ballet dancer.

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Jays Care Foundation spotlights ‘Unstoppable Kids’

The charitable arm of the Toronto Blue Jays is promoting its work with a more consistent brand platform.

Each year, Jays Care Foundation, the charitable arm of the Toronto Blue Jays, helps approximately 65,000 children within marginalized communities across the country through baseball programming.

However, Jays Care supporters aren’t necessarily aware of the charity’s national scope, says Ben Sibley, digital marketing specialist at Jays Care Foundation. He says that past marketing efforts have been tied more directly to its individual programs, such as Rookie League, Challenger Baseball, Home Run Scholars, Girls At Bat and James Bay Girls At Bat.

“The challenge is that there’s a lot of different messages going out,” he says. “As the charitable arm of Canada’s only MLB team, we deal with all of those different groups. The challenge for us was to come up with one consistent and cohesive message that could tie all that together.”

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Kraft Peanut Butter sticks with connectivity

A new campaign uses techy teddy bears to bridge “emotional distance” between loved ones.

The bears are back in Kraft Peanut Butter’s latest “Stick Together” campaign, signaling the evolution of the brand’s use of technology in its marketing strategy.

Developed by agency Rethink, the campaign shows a father sending his son away to summer camp. Despite their distance, they manage to maintain a connection through their matching, wirelessly connected Kraft teddy bears, which light up when the other being hugged.

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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 www.breakfastclubcanada.org

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 (www.belairdirect.com), 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 – www.intactfc.com). For more information, please visit belairdirect.com or follow belairdirect on Facebook, Instagram and Twitter.

Purdys ‘Clean Water Project’ Set to Change Even More Lives This Year

2nd annual chocolate bar fundraiser makes clean drinking water possible for thousands in rural cocoa-growing communities

The Clean Water Project bar - milk chocolate and salted butter toffee (CNW Group/Purdys Chocolatier)VANCOUVER, March 26, 2018 /CNW/ – After a successful inaugural year in 2017, Canada’s chocolatier has amped up their fundraising goal for their 2nd annual Clean Water Project. This year, the goal is to raise enough funds to purchase 50 life-changing water filtration devices for their cocoa co-ops in Ivory Coast through the sale of a special chocolate bar. The Clean Water Project, in partnership with the Cocoa Horizons Foundation, funds the purchase of LifeStraw Community water filters and associated hygiene and educational programs for rural communities with limited or no access to clean drinking water. Retailing at $6 each, the 85 g milk chocolate and salted butter toffee bar is available across Canada and online starting March 26, 2018. $2 from every bar purchased helps make safe drinking water a reality for thousands of people (especially children) in cocoa communities throughout Ivory Coast.

Purdys first launched the Clean Water Project in 2017 with the goal of raising enough funds to purchase 35 filters. After exceeding their initial target, the Purdys team was inspired by the enthusiasm and support shown by customers to increase this year’s goal to 50 filters. Typically, each LifeStraw Community filter can provide clean, safe drinking water for approximately 60 people for 3 years—which means clean water for thousands in need.

In October 2017, Purdys’ CEO Karen Flavelle travelled to Ivory Coast to participate in the official handover ceremonies for the 2017 water filters, which were distributed to primary schools and rural medical centres. Karen Flavelle, Purdys Chocolatier CEO:

“The impact these filters have is palpable. I heard story after story from teachers, doctors and community leaders about how something as basic as access to clean drinking water can completely change the lives of young children, especially girls, and the mothers that visit the rural clinics. Clean water is something we often take for granted. Supporting the cocoa partners and their communities in our supply chain is the just the right choice to make.”

Purdys uses only 100% sustainable cocoa.
Purdys launched their Sustainable Cocoa Program in 2014 to help support their farmer partners, cocoa co-ops and communities in West Africa and South America. By making chocolates using only 100% sustainable cocoa, Purdys directly supports education programs, infrastructure projects, community development initiatives, access to health care for rural communities and many more such initiatives through their partnership with the Cocoa Horizons Foundation.

“Thanks to partners such as Purdys, the Cocoa Horizons Foundation is able to drive solutions that address the challenges impacting cocoa communities” said David Imbert, General Manager, Cocoa Horizons Foundation. “Our partners are key to furthering sustainability in the supply chain. It is a journey that needs full participation from the entire industry, to help improve the livelihoods of cocoa farmers, their families and their communities”.

Clean Water Project Bar: Information & Availability

  • Milk Chocolate and Salted Butter Toffee, 85 g, $6
  • Launches March 26, 2018, until supplies last (est. Summer 2018)
  • In Purdys shops across Canada and online on March 26 at purdys.com

About Purdys Chocolatier (purdys.com):
Purdys Chocolatier was founded in 1907 in Vancouver by Richard Carmon Purdy. With 80 shops across the country, Purdys is Canada’s go-to destination for innovative chocolate flavours and gifts. Purdys chocolates are made daily at their Vancouver Factory Kitchen, using only the freshest ingredients sourced from around the world. Every creation at Purdys uses 100% sustainable cocoa, ensuring their cocoa farmer partners and co-ops are supported by programs that improve their profits and the livelihoods of their families and communities. Bestsellers include Himalayan Pink Salt Caramels, Hedgehogs, Sweet Georgia Browns and English Toffee.

About the Cocoa Horizons Foundation (cocoahorizons.org):
The Cocoa Horizons Foundation is a non-profit organization established by Barry Callebaut in Zurich, Switzerland to scale impact and drive change in cocoa producing origins. It is supervised by the Swiss Federal Foundation Supervisory Authority. The Cocoa Horizons mission is to improve the livelihoods of cocoa farmers and their communities through the promotion of sustainable, entrepreneurial farming, improved productivity and community development. The Foundation is audited annually to verify its activities in Côte d’Ivoire and Ghana, maintain a transparent distribution of funds, and demonstrate compliance with Swiss federal regulations.

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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 www.indspire.ca.

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 www.greatwestlife.com.

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Brita calls on Canadians to get serious about World Water Day

TORONTO, March 22, 2018 /CNW/ – For the average Canadian, World Water Day on March 22nd is just another day: Twist the tap and there it is — a reliable, steady stream of water for brushing teeth, rehydrating post-run or pouring into the coffeemaker. We rely on clean, available water every day, yet most of us take it for granted.

Through the support of Canadians across the country who have purchased over 55,400 specially-marked Filter for Good™ Brita products, an entire community has been provided with access to clean water in Irkaat, Kenya. Brita’s Filter for Good initiative is about sustainable change, not short-term solutions, with plans for a second borehole in Oloirien, Kenya currently underway. (CNW Group/Brita® Canada)

But it’s not the same everywhere. Some people feel the absence of water acutely. One in 10 – that’s 663 million people globally – lack access to clean water1. That, in turn, affects their ability to go to school and learn, to work, to grow crops, to stay healthy.

“This World Water Day, Brita® Canada wants Canadians to stop and think about the importance of water in their daily lives,” says Sarah Au, Marketing Manager Brita® Canada. “We want Canadians to understand that small, everyday choices can make a difference – and we’re leading by example.”

Since September 2016, Brita Canada has been working tirelessly with WE to drill a borehole and provide clean water to a community in Irkaat, Kenya. The Filter for Good™ initiative is about sustainable change, not short-term solutions.

And now we’re digging a second borehole in Oloirien, another Kenyan community in dire need of access to clean water.

The real heroes are Canadians across the country who’ve purchased specially marked Filter for Good™ Brita products. Every purchase has funded one year of clean water to a Kenyan in need.

“Brita is providing a platform for Canadians to trigger real, sustainable change,” says Au. “We truly believe in the purchase with a purpose model but it is up to our consumers to determine how much change we can implement I hope that 55,400 is just the beginning.”

Powered by ME to WE’s ‘Track Your Impact’ promise, Filter for Good™ Brita products feature a code on each item sold, allowing Canadians to enter the code on www.brita.ca/impact and follow exactly where and how their purchase has made an impact.

Prior to the Brita-funded borehole – a 250-metre deep well capable of capturing clean water from aquifers and pumping up to 292,000 litres per day to the surface using solar power – the women and children in Irkaat had to make a five-hour round trip to retrieve water. Sometimes they journeyed twice a day.

The new water system cuts the trip down to one hour on average. It also includes an access point on the school grounds where students can collect water or clean their hands.

“Every day women and children around the world spend more than 200 million hours fetching water, often from contaminated sources.” says Roxanne Joyal, CEO of ME to WE. “Access to clean water is one of the most fundamental and fastest ways to help lift a community out of poverty – it reduces illness, helps girls to go to school, and leads to stronger agricultural practices. Thanks to Brita’s support, thousands of lives have been already been transformed.”

World Water Day isn’t just another day, it’s the day the whole world chooses to take notice of the role water plays in everyone’s daily life.

“Brita stands for clean water, period. Whether it is for those in Oloirien, Kenya or Mississauga, Ontario – it is the first step towards a better life. It is literally breaking communities out of the cycle of poverty,” says Au. “Brita is proving that better water can make a better world.”

For more details, please visit tyi.org/brita

About Brita® Canada
Brita® Canada water-filtration products are marketed by The Clorox Company of Canada. The brand makes filtering pitchers, bottles and dispensers that let people get great-tasting water from any tap. Brita’s filters reduce Mercury, Copper, Cadmium, Zinc and Chlorine taste & odour. The Clorox Company (NYSE: CLX) is a leading multinational manufacturer and marketer of consumer and professional products with about 7,700 employees worldwide. www.brita.ca

Canadians Who Are Very Interested in What Causes Companies Support Sees Significant Increase

Below is a release excerpted from Ipsos on their latest research, which was premiered at the Companies & Causes Canada conference October 11, 2017.

Causes are more important than ever to Canadians and to the companies/organizations they choose to deal with. A recent Ipsos survey found that Canadians are placing increasing emphasis and prioritization on the extent to which companies are supporting causes. Since 2016, there have been significant increases in the number of Canadians who are very interested in what causes companies support (50%, up 4 points), are loyal to brands that sponsor good causes (48%, up 4 points), and always pay attention to which causes companies support (41%, up 6 points).

“Canadians are in a bit of a funk. We are more worried than ever about our futures, and this plays out in our increasing expectations of companies. We want companies to do more than ever when it comes to taking on a leadership role in improving the world and supporting important causes,” said Jessica Avery, Vice President, Canada, Ipsos Marketing. Canadians are looking to all sectors to have strong cause-related programs, with significant increases in the expectations of having a strong program for financial institutions (56%, up 4 points) and alcohol companies (43%, up 5 points). As in previous years, Canadians think first of Canadian Tire (13%), Tim Horton’s (12%), and McDonald’s (7%) when it comes to companies that give back.

Source: Canadians Who Are Very Interested in What Causes Companies Support Sees Significant Increase

Morguard and Big Brothers Big Sisters Launch Second Annual BeYou Campaign to Help Young Women Increase Self-Esteem, Personal Growth and Self-Worth

Morguard has teamed up with Big Brothers Big Sisters for the second annual BeYou campaign to help young women across Canada increase self-esteem, personal growth and self-worth. The program will be rolled out from September 18-24, 2017, in the 21 enclosed owned and managed Canadian shopping centres in the Morguard real estate portfolio. A complete schedule of activities is available on the campaign website, beyougirl.ca.

This is the second consecutive year Morguard and Big Brothers Big Sisters have partnered on BeYou. A key component in this year’s campaign is a text to donate program implemented by Big Brothers Big Sisters, where the donor texts ‘Imagine’ to 45678 to make their $5.00 donation.

The successful inaugural campaign garnered favourable media attention as well as high levels of engagement and positive feedback from participants. This year’s campaign aims to continue providing support and mentoring while increasing awareness of the issues facing young women across Canada.

“It is important for us to support the communities in which we operate. Our shopping centres act as a central hub for many families, providing a unique opportunity to reach local young women with our award-winning BeYou program,” said K. Rai Sahi, Chairman and CEO of Morguard. “BeYou provides positive mentoring to girls during their formative years, encouraging them to celebrate their diversity and uniqueness. Morguard employees across Canada are proud to support the next generation of women with this important initiative.”

Added Peter Coleridge, President and CEO of Big Brothers Big Sisters of Canada, “Giving young Canadian women the confidence to achieve more is at the very heart of mentoring and the very heart of the BeYou campaign. Girls who are mentored are less likely to be depressed or have social anxiety and we are proud to partner with Morguard because the BeYou campaign encourages positive mental health outcomes for young women.”

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Canadian Tire Corporation, in Support of Jumpstart, Commits $50 Million Over Five Years to Get More Canadian Kids with Disabilities into Sport and Play

Canadian Tire Corporation (TSX:CTC, TSX:CTC.A) today announced an unprecedented $50 million commitment over five years to Jumpstart Charities, in order to give Canadian kids with disabilities greater access to sport and play.

Jumpstart’s ‘Play Finds a Way’ Movement includes funding for accessible playgrounds, infrastructure and programming to provide access to play and sport for children with disabilities. This includes funding to build world-class, fully accessible “destination” playgrounds in every province and territory. Funding will also be committed to retrofitting existing community centres, parks and arenas in communities from coast-to-coast to help remove physical barriers that prevent children with disabilities from participating in sport.

Canadian Tire Jumpstart Charities also announced its first major program as part of this new initiative which involves a significant expansion of the Parasport Jumpstart Fund in partnership with the Canadian Paralympic Committee (CPC). The Parasport Jumpstart Fund will receive $5 million over the next five years to provide kids with physical disabilities an opportunity to participate in adapted and integrated sports and recreation programs, by assisting with the costs of program registration, equipment and transportation.

This new initiative expands upon CTC’s ongoing commitment to Jumpstart Charities to help Canadian children overcome financial barriers to sport and play. Since 2005, Canadian Tire Jumpstart Charities has helped change the lives of more than 1.4 million financially disadvantaged kids across Canada. With this impressive legacy, Canadian Tire Jumpstart Charities will disburse a further $100 million over the next five years to continue to help financially disadvantaged kids overcome economic barriers to play.

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