Every year, Rogers contributes millions of dollars to national and community-based charities. With activity on so many fronts, Rogers was looking for a unifying signature cause to deliver better social and business benefits.
Building from Rogers’ brand platform of possibilities, we created Rogers Youth Fund that reinforces “with education, anything’s possible”. We developed the branding and communications materials to communicate to Rogers’ employees, customers and partners its commitment to youth education in Canada. We also helped identify charitable partners and potential programs to activate the new citizenship agenda informed by outreach and input from Community Foundations of Canada and United Way in 13 key communities across the country.
What did we change? Rogers Youth Fund officially launched in 2012. It provided a focus and priority for all of Rogers’ charitable decision making and generated employee pride and engagement in youth volunteerism opportunities across the country.