Cause Promotion

Cause Promotion leverages corporate funds, in-kind contributions, or other resources to increase awareness and concern about a social cause or to support fundraising, participation, or volunteer recruitment for a cause. Well-conceived and executed cause promotions can improve attitudes toward a company; generate consumer traffic, sales and increased loyalty; and motivate employees and trade partners.

Examples include:

  • Golf Fore the Cure Subaru 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 ...
  • Corus Feeds Kids Launched 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, ...
  • Clean Drinking Water Campaign In 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 ...
  • Molson Canadian Red Leaf Project Launched 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 ...
  • Dove Self-Esteem Project Dove 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 ...
  • Home is Where the Heart Is For 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 ...
  • Koodonation 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 ...
  • The White Cashmere Collection The 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 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 ...
  • CIBC ‘The Moment’ The Moment  – CIBC and Canadian Breast Cancer Foundation 17 years and counting, CIBC’s sponsorship of Canadian Breast Cancer Foundation (CBCF) is the longest standing marquee partnership within the industry. Association with the CIBC Run for the Cure (RFTC) significantly impacts positive brand perception of CIBC. With the challenge of breaking through an extremely cluttered cause-marketing space ...
  • Becel Heart & Stroke Ride for Heart About 14,000 cyclists participated in the 2014 Heart and Stroke Foundation’s 26th-annual Becel Heart and Stroke Ride for Heart on the Gardiner Expressway and Don Valley Parkway. This year’s event — where cyclists could choose to accomplish 25-, 50- or 75-km rides — raised a record-breaking $6 million. 2013’s fundraiser netted $5.5 million.
  • ScotiaBank Aids Walk for Life Backgrounder Scotiabank AIDS Walk for Life 2013 Scotiabank AIDS Walk for Life 2013 will be held in 50 communities across Canada from September 14 to 22. The web-based registration and donation system through the Scotiabank AIDS Walk for Life website makes it even easier to support the cause. The majority of fundraising activity occurs on-line.  It is secure ...
  • Canadian Breast Cancer Foundation CIBC Run for the Cure In 2013, CIBC marked its 17th anniversary as title sponsor of the event, which brings together more than 130,000 Canadians annually in over 60 communities across the country to raise awareness and funds for breast cancer research, treatment and care.             The 2013 CIBC Pink Collection™ has been unveiled at CIBC branches across the country. 100% of ...
  • Paws for the Planet Animals 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 ...
  • Great Canadian Shoreline Cleanup A 21-year initiative, the Great Canadian Shoreline Cleanup is a conservation initiative of Vancouver Aquarium and WWF presented by Loblaw Companies Limited.  The Shoreline Cleanup is Canada’s largest direct-action conservation initiative, mobilizing participants throughout the country to remove litter from its shorelines – anywhere where land meets water. In 2013, more than 58,000 Canadians helped ...
  • Goldfish Crackers and Free The Children In 2014, Campbell Canada’s Goldfish brand partnered with Free The Children to help educate and empower Canadian youth about issues of bullying at the youth-based Take Action Camp. Campbell Canada will support Free The Children’s week-long Take Action Camps in Bethany, ON. The camps teach young people how to become leaders in their communities and educate ...
  • Canadian Tire Jumpstart Charities In 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 ...
  • CIBC Miracle Day CIBC Miracle Day is an employee-driven tradition that has helped to improve the lives of millions of children since it began in 1984. Every year, on the first Wednesday in December, CIBC’s wholesale banking employees and CIBC Wood Gundy Investment Advisors donate their fees and commissions to help kids in need. Since its inception, CIBC ...
  • RBC and Free the Children RBC is a Co-Title Sponsor of We Day, helping Free The Children keep We Day and other programs free for educators and youth. RBC not only helps make We Day possible, but is also the premier Canadian national partner of The We Act Program, Free The Children’s yearlong educational initiative that inspires students and teachers ...
  • Bell Let’s Talk Bell Let’s Talk is a multi-year charitable program dedicated to mental health. Bell has committed over $100 million to support a wide range of mental health organizations, large and small, from coast to coast. During the latest Bell Let’s Talk Day, for every text message, wireless and long distance call made by Bell Canada and Bell ...
  • Arctic Home Polar bears were first introduced in Coca-Cola’s print advertising in 1922, and remain one of the brand’s most loved icons. Because of its long history with the arctic bears, Coca-Cola has supported the World Wildlife Fund’s (WWF) research and conservation efforts to protect the animal’s natural habitat for the past five years. Given how remote the ...
  • Fits the Misfits Valin is a custom tailoring brand from Canada. Established in 2012, the brand own a boutique store in Quebec City specializing in made-to-measure clothing items for men. Facing strong competition from other made-to-measure boutiques as well as big department stores offering ready-to-wear lines, the brand turned to cause promotion to attract media attention, showcase their ...
  • The Gitchhiker Stanfield’s is a small Canadian underwear company that’s been in business for 150 years. Prior to its “Guy at Home in his Underwear” social media campaign in 2010 (which raised over $52,000 for testicular cancer research and was one of the 2011 Cause + Action winners), the brand had little to no support, and most ...