The results of JWT Worldwide’s 2011 “Social Good” report weren’t shocking: 88% of Canadians believe that brands and large corporations should take responsibility for improving the world, while 95% of Canadians believe brands should do more good, not just less harm.
As CSR programs continue to diversify, grow and thrive, the Cause + Action awards, now in their sixth year, highlight brands taking responsibility and doing good in the communities in which they work. Judged by a panel of experts, the campaigns were assessed on brand DNA, uniqueness, awareness, legs and overall commitment to the cause.
Crowd-driven CSR programs reigned supreme in this year’s batch of entrants. Overall winner Indigo, along with Telus, set the bar high by giving where they operate, while Tetley Tea helped Canadians already doing good work. Cashmere engaged the crowd to give its long-standing program a boost, and TD mobilized its workforce to live its green philosophy every day.
“The social web is holding brands more accountable than ever,” says judging panelist Mandy Dennison, manager, global corporate philanthropy programs, RIM. “The campaigns that were successful in this regard didn’t talk at participants, but with them.”
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Overall winner: Indigo brings the love to school libraries
Cashmere adds pink to its compassionate fashion statement
