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

The Body Shop’s Grassroots Approach to Pet Activism

Want to hear more directly from The Body Shop Canada’s Jayme Jenkins? Come to the Chicag0-based Engage for Good Conference May 23-24, 2018!

The cosmetics company is leaning on pet influencers to bring an end to animal testing in Canada.

The Body Shop Canada is making grassroots activism a big part of its continued push to end animal-tested cosmetics worldwide.

Now two years into its global “Forever Against Animal Testing” CSR campaign, the company’s Canadian arm is focusing its marketing efforts on getting consumers to act on the issue. Whereas last year’s effort focused on raising awareness of animal testing in the industry, this year’s has a more tangible objective: to change the law in Canada.

On Monday, the company launched a three-week, in-store piece of the Canadian campaign aimed at enabling its customers to become activists. The effort is focused on featuring the brand’s cruelty-free products, while collecting signatures from customers and letting them know how they can get involved, such as contacting their local MP.

Next week, it will kick off the social and digital component of the campaign, featuring ten “celebrity pets” and “pet influencers” – some of them pets of celebrities – such as Elvis Pawsley (a Toronto-based corgi with some 34,000 followers on Instagram), Nacho Cilantro (television personality Jillian Harris’ boxer) and Rusty (tech personality Amber Mac’s rescue dog).

Read full article on Strategy Online

 

Check it out: L’Oreal Puts Women’s Worth on Display

On International Women’s Day, the brand stopped people on the street to get their spin on its long-running tagline.

L’Oreal Canada used a long-running tagline and the biggest billboard in Canada to help women make bold statements about their self-worth on International Women’s Day last week.

L’Oreal has been using the “Because I’m Worth It” tagline since 1971, and for this execution, it let women show what “I’m Worth It” means to them, making statements on subjects from pay equity to self-esteem.

Working with agency McCann Canada, the foundation of the campaign’s creative was made by combining portraits and quotes from L’Oréal Canada employees, nominees for its Women of Worth philanthrophic program and L’Oréal-UNESCO For Women in Science awards recipients.

Read Full Article in Strategy Online

Social-Impact Branding Isn’t Going Anywhere This Year–And Neither Are The Gaffes

Here’s how companies can take an activist stance–without making a mess of it.

The year has only just begun and H&M has already inadvertently inaugurated the “biggest brand fails of 2018” list. Having released–and then quickly pulled–a product photograph depicting a young black child wearing a “Coolest Monkey in the Jungle” sweatshirt, the company was attacked for being insensitive, offensive, and, to some, racist.

I do not believe H&M meant any harm. The company made a mistake not thinking hard enough about how such a photograph could be construed. But its actions follow a pattern similar to that of various brands that misstepped while wading into social issues in 2017.

In today’s world, the lines between citizens and consumers, beliefs and brands, are blurring. Companies today are expected to align with their values in word and deed. So you get brands like Pepsi overreaching and botching its attempt to relate to the activist subset with its disastrous spotlast year featuring Kendall Jenner. You also see brands like Dove lambasted for its tone-deaf ad featuring women of color and its misguided attempt to sell its products in bottles nominally shaped like different women’s bodies, and McDonald’s criticized for exploiting a son’s grief over losing his father.

Read Phil’s full article on FastCo online

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.”

Read Full Article on Strategy Online

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

IKEA opens up the possibilities (Strategy Online)

Our homes, and our lives, are constantly evolving – and so IKEA’s Canadian brand platform is changing to keep up.

The brand has debuted its new platform and it’s all about what’s possible both inside the home and out. “Beautiful Possibilities,” created by IKEA’s recently named agency of record Rethink, is introduced largely through the eyes of a young girl – the central character in its new diversity-laden brand anthem spot.

The words to the Louis Armstrong classic “What a Wonderful World” narrate her trip home from IKEA. On her short journey, she views many a beautiful possibility in the world, each of which is in some way tied to the IKEA brand and what it stands for – namely themes related to equality and inclusiveness, but also nods to sustainability.

Read Full Article On Strategy Online

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.”

Read full release

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.

Read full release

Smiles take on delicious new meaning with return of annual Tim Hortons® fundraiser

Starting today and running until September 17th, Tim Hortons is sharing smiles with Canadians from coast to coast with the return of the annual Smile Cookie fundraiser. For one week, Guests can purchase a delicious Tim Hortons chocolate chunk Smile Cookie for $1 (plus tax) and Restaurant Owners will donate the full $1 amount to local charities, hospitals and community programs, directly impacting the communities where the cookies are sold.

What began as a fundraiser for the Hamilton Children’s Hospital in 1996 has since grown to be a national initiative. This year more than 500 charities, hospitals and community programs will benefit directly from the Smile Cookie campaign – from the Stollery Hospital Foundation in Edmonton, Alberta to Nutrition for Learning in Cambridge, Ontario.

“We’re very grateful to our Guests and Restaurant Owners who go above and beyond each year to support their local communities through the Smile Cookie campaign,” says Sami Siddiqui, President, Tim Hortons Canada. “The real magic of this campaign is the local impact. Thanks to the donations from our Restaurant Owners, our Guests can feel proud knowing that the money raised during the campaign will be directly supporting organizations in their community.”

This year, Tim Hortons is encouraging Canadians to show their support on social media using the hashtag #SmileCookie.

Read Full Release