Benefit Cosmetics ‘Bold is Beautiful Project’ 2017 Raised Over $6.1 Million CAD to Empower Women and Girls

Benefit Cosmetics has raised over $6.1 million CAD, waxing brows for 445,911 people in 17 countries around the world for the Bold is Beautiful Project, the company’s annual global philanthropy program dedicated to providing resources and opportunities to help empower women and girls around the world.

Every year during the month of May, 100% of Benefit’s proceeds from brow wax services at participating locations is directly donated to local charities dedicated to fostering education and mentorship, economic self-sufficiency, and access to wellness for women and girls. Since the launch of Bold is Beautiful in 2015, Benefit has collectively raised over $14.3 million CAD globally – wow!

This year in Canada, $203,774 CAD was raised for Habitat for Humanity Canada’s Women Build and Look Good Feel Better, two charity partners that work to empower the lives of women and girls. That amounts to 8,423 brow waxes at Benefit BrowBars at Sephora in Canada in the month of May – that’s one brow wax every two minutes!

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Bluenotes ditches retouching in its fall campaign

Bluenotes is taking a stand against the images of perfection young people are pressured to keep up on social media.

The brand’s back-to-school campaign, developed in-house, appears under the tagline “Your genes. Our jeans. No filter.” and does not use any retouching in the photographs of its models.

“In this day and age, we’re all highly exposed, and our [16- to 24-year old] target lives in a world full of peer pressure and perfection,” says Asia Lewicki, director of marketing at Bluenotes. “We wanted to stand behind them and empower them to be real and true to themselves. It’s all real, from the models themselves to how the jeans fit them. Hopefully us embracing what is real and authentic will take some of the pressure off for our customers, even a little bit.”

Read full article on Strategy Online

2017 Program

Wednesday, October 10

9:00 am – Noon: Pre-Conference Workshop (Separate Fees Apply)

Event Sponsorship Decoded: From Galas to Community Events to Peer to Peer

In this half-day session, sponsorship expert Chris Baylis will empower you to turn more of your proposals into sales.  You’ll learn to leverage the latest sponsorship and corporate fundraising trends mean to drive greater success for your organization. Read full description here.

Thursday, October 11

8:00 am: Official Conference Kick-Off

Breakfast, Bonding and Beginnings

Expand your circle of corporate citizenship colleagues by breaking bread together and engaging in an enjoyable ice breaker. Then get the lay of the land for our day together from event chair David Hessekiel.

8:30 am

The Power of Purpose in a Transparent World

An internationally recognized pioneer and leader in purpose and CSR, Carol Cone kicks off our conference with her take on doing well by doing good in 2017 and beyond.

8:45 am

Digging Deeper: Purpose in the Canadian Context

Public CEO Philip Haid joins Carol in a conversation about the concepts she has shared in the Canadian context and then we’ll open the floor for your questions.

9:00 am

Anatomy of a Partnership: Aveda Canada & WaterAid

The 11-year collaboration between Aveda Canada and WaterAid continues to thrive because the company and cause have built open communications and been committed to change.  Aveda’s Darlene Paguandas and Water Aid’s Nefertiti Saleh trace the program’s history and offer valuable advice on building long-lasting alliances.

9:30 am

Canadian Research Premiere

Get the latest insights into Canadian consumer attitudes towards corporate citizenship and cross-sector partnerships from Ipsos Marketing Vice President Jessica Avery.

10:00 am                                 Break

10:30 am                                 Your Choice of Breakout Sessions:

Measuring Partnership Value (Corporate Track): Executives agree that measuring the value of a partnership is important, but how many of us are satisfied with how we do it? CIBC’s Monique Giroux will share a methodology that has served her company well in assessing charity alliances and in designing new programs that deliver improved return on investment.

chris_baylisDeveloping New Corporate Relationships (Nonprofit Track – Intro Level):
New or dissatisfied with your success in bringing on new corporate partners? Then don’t miss this master class on targeting, opening doors, developing dialogue and reaching win-win agreements with companies led by Chris Baylis, president of The Sponsorship Collective.

Embracing Employee Engagement (Nonprofit Track – Senior Level):
Companies are increasingly demanding employee engagement opportunities.How can organizations of different shapes and sizes create opportunities that really work for their missions and strengthen their corporate alliances? WE Chief Development Officer Erin Barton leads our highly interactive dive into this topic.

The Essential Qualities of Cause Campaigns (Joint Track): 
Before joining Canada’s Children’s Hospital Foundations as CEO, Mark Hierlihy identified the essential qualities of dozens of successful corporate social initiatives from around the world. Armed with case studies that demonstrate these qualities, Mark will show you how to apply them to your own work to strengthen future campaigns.

11:45 am                                 Pre-Lunch Networking Break

12:15 pm Lunch (Sponsored by CIBC)

Welcome from CIBC


Keynote Speaker: Paul Alofs, President & CEO, The Princess Margaret Cancer Foundation

After 20 years as a successful corporate leader with Disney, HMV and BMG Music, Paul Alofs has spent the past 14 years exponentially increasing revenue at The Princess Margaret Cancer Foundation. Under Paul’s leadership, the Foundation has raised $1.2 Billion in net fundraising revenue. He will offer you advice, insight and inspiration for building a more successful organization and satisfying career based on the concept of Passion Capital.

1:45 pm            Your Choice of Breakout Sessions:

Pointed Conversations Business and nonprofit leaders share crisp, concise presentations each focused on one critical insight in this exciting session. Presenters will include Seventh Generation Brand Manager Amanda D’Ortenzio and others to be announced soon.

Taking Corporate Alliances to the Next Level (Nonprofit Track – Senior Level) Too many of our corporate alliances end up being short-term affairs. How can we better structure our efforts to create longer-term relationships that generate greater business and social returns? Tania Little will share a process that has yielded dramatic results for Food Banks Canada and help you identify ways to improve your organization’s corporate strategy.

Pitch Perfect (Nonprofit Track – Intro Level) 
In this high-energy session led by Catalist’s Brittany Hill and Maureen Carlson, you’ll learn best practices for succinctly and effectively communicating what makes your organization attractive to corporate partners. Then you’ll watch three pre-selected nonprofits pitch a panel of experts which will critique their efforts.

2:45 pm                                 Break

3:00 pm

CEO Perspective: Getting Buy-in at the Top

In 2016 French’s suddenly became a household name when it committed to use only Canadian ingredients and to exclusively produce ketchup in Canada. The result was remarkable goodwill and a significant increase in sales. Elliott Penner says this success depended on demonstrating good corporate citizenship and being opportunistic but also because as CEO he was committed. Elliott will share insights from the top to help improve your success in cause marketing.

3:25 pm           

Turning Corporate Engagement on its Head
After living a tough life as a teenager, Michael Prosserman leveraged his challenges to start Unity Charity to help improve the mental health of youth. He’ll inspire, entertain and educate us on how combining his passion for hip hop with simple and authentic engagement philosophies is helping empower over 150,000 youth across the country and creating opportunities for companies to do well by doing good.

3:50 pm           

Closing Panel: A look ahead

Business and nonprofit experts join conference chair David Hessekiel in a look at what lies ahead for companies & causes at the intersection of purpose and profit in Canada.

4:15 pm      Closing Remarks                       

4:30 pm – 5:30 pm                             

Post-Conference Reception (Sponsored by PUBLIC, Inc.)

Debrief after a content-packed day with a beverage at this post-conference reception. Quite possibly the best time to compare notes and continue your networking experience!

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.

Nature Valley simplifies the great outdoors

As part of Nature Valley’s “Rediscover Nature” campaign that began in 2015 and was intended to move away from product-focused messaging, the brand’s summer campaign encourages Canadians to get outdoors with some practical tips.

The “100 #NatureMoments for 100 Days of Summer” campaign is giving Canadians a list of things they can do every day for the remainder of the summer to reconnect with the parts of nature they find all around them. They tend to be simple activities such as star gazing, climbing a tree and flying a kite.

A different activity will be spotlighted every day, or the full list can be downloaded from the Nature Valley website.

Read full article on Strategy Online

Harley Davidson Celebrates 100 Years in Canada with Diversity Campaign

Harley Davidson is celebrating its 100th anniversary in Canada with a celebration of diversity using a series of documentaries sharing the wide range of what it means to be a Canadian.

In Canada specifically, we need to be more relevant to the demographic segments we aren’t reaching yet. The people that are bringing growth to the country, especially immigrants, know the brand, but it isn’t relevant to them. We are going to focus our activities in growing our relevance, especially with younger, urban immigrant demographics.

It reflects the reality of who a Harley rider is, but that reality is not very well known. When you go and see the different events around the world, not just in Canada, you see those connections between different people happening. The Canadian ambassadors we chose are really part of a riding community here. It wasn’t difficult to find the right people to embody this idea.

Read Full Article in Strategy Online

To Engage Employees, Connect Emotionally

manifest-employee-engagement-final-copyWe all know that corporate volunteering is good for communities, good for companies and good for employees.

But how can we better engage employees?

To get to some answers, our friends at Manifest hosted a focus group of some of Canada’s leading corporate citizens to explore current volunteer models – from team walks/runs/bikes to group clean up days. The goal was to better understand what’s working, what needs improvement and what an ideal program should look like.

Manifest thought they knew what the outcome of their gathering was going to be: that there was a growing shift away from the softer stuff (like community clean ups) toward more concrete initiatives (like skills-based volunteering).

Their sense was that corporations were increasingly looking for more professionalized opportunities that would better lever their functional areas of expertise.

But it turns out it’s not a matter of what you do that matters.

Rather, the single most defining feature of a successful employee engagement program is the emotional connection to the cause.

All volunteering efforts can be successful –  from sorting food to cleaning up parks to volunteering on a board to overhauling a revenue generation plan – as long as there is an opportunity for employees to feel something.

These feelings can range from feeling grateful to inspired to proud and from strong to energized to alive.

The bottom line? Emotional engagement wins the day for employees.

To learn about the seven features of the ideal corporate volunteering model, click here for Manifest’s comprehensive recap.

Holiday Jumble Game Created to Raise Money for SickKids

RL Solutions, a Toronto-based healthcare software company has developed Holiday Jumble—a digital game created in support of The Hospital for Sick Children (SickKids). Designed with a Christmas spin on the saga everyone loves, players are tasked with helping Santa organize his workshop in time for the big day–and an even better cause. Santa and RL are asking you to play and spread the word in support of reaching the company’s $20,000 donation goal.

Source: Holiday Jumble Game Created to Raise Money for SickKids

9 Best Practice Secrets of Long-Term Company/Cause Partnerships


What makes for a long and successful corporate/nonprofit partnership? We asked experts from around the globe to share their partnership secrets and we discovered nine secrets they all had in common.

Want to know more? Of course you do!

Take a look at the full white paper here and download the infographic here.


Canada’s Best Brands 2017: The Top 25

This year’s Top 25 Brands include several social good giants including WestJet and Tim Hortons.

Each year, Canadian Business conducts a national survey to ask Canadian consumers for their opinion on which brands are winning their hearts, minds and—most importantly—wallets. This list shows not just which companies have name recognition, but which ones are truly resonating in the marketplace.

How we create this ranking: The list of the 25 Best Brands in Canada is the result of a survey of a nationally representative sample of 1,503 Canadians by Rogers Consumer Insights Team. Performed online in July 2016, the poll sought opinions on five key aspects of a company’s reputation (the quality of its products and/or services; its customer service; its commitment to innovation; community involvement; and the person’s overall view of the brand) from people who profess familiarity with the brands. The individual results are then compiled, based on a weighted ranking of the responses, into a single score for each brand. In order to be considered for the list, a brand must have originated in Canada, have a broad consumer profile and have a significant presence in two or more regions across the country.

Source: Canada’s Best Brands 2017: The Top 25