Extreme CSR takes courage

Executive editor Mary Maddever on the new CSR: the cause social revolution.


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Verdict: Awake Chocolate packs a punch

The fast-growing company has moved more than $1 million in product since its August launch, despite competing in two crowded categories: chocolate and energy drinks.

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The rise of retail-tainment

Retailers and entertainment companies are increasingly allowing consumers to “shop the show,” as branded content takes on a different spin.


Dove sketches real beauty

The beauty care brand creates an online spot built on the notion that women are their own worst critics.


Iögo steps into the kitchen

The Ultima Foods yogurt brand aims to drive awareness about Canada’s 2,000 collective kitchens.

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Becoming CSR-certified

More than 65 Canadian companies have become Certified B Corporations, making a legal commitment to deliver social or environmental benefits to society.

Cause + Action

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2013 Cause + Action awards

Bell tops the list of brands that appealed to micro-givers with programs that call for minimal effort. Read on to hear about all the winners.


Cause + Action: Overall winner Bell takes mental health out of the shadows

The telco’s “Let’s Talk Day” campaign collected $4.8 million for mental health initiatives in less than 24 hours.


Cause + Action: Stanfield’s exposes below-the-waist cancer

The underwear company challenged one man to hitchhike across the country wearing nothing but its underwear in the dead of winter to raise awareness for testicular cancer.


Cause + Action: Coca-Cola helps WWF protect the polar bears’ home

Coca-Cola and WWF brought the fragile arctic ecosystem to Canada via a temperature-controlled and interactive display, asking Canadians to pledge their support to protect the polar bear’s habitat.


Cause + Action: Koodo incites virtual volunteerism

The telco’s “Koodonation Online Throwdown” challenge raised awareness of its micro-volunteering program.


Cause + Action: Toys “R” Us helps starlight with personal push

The toy retailer raised more than $1.5 million for the Starlight Children’s Foundation.


2013 Cause + Action: Judging panel

Meet the advertising and marketing executives who helped decide the winners of this year’s Cause + Action awards.

Next Media Stars


Next Media Stars

The best and brightest young minds at Canada’s media agencies.


Next Media Stars: Katey Beaudry crafts a new telco strategy

The communications strategist at M2 Universal was lead on “Don’t cut the conversation short” execution using Metro newspaper’s Splitter ad unit.


Next Media Stars: Rick Kusch scores new beer moments

The UM media strategy supervisor is activating the moment between when a scored goal and fans jumping out of their seat with


Next Media Stars: Amanda De Fields chalks up a digital strategy

The MediaVest digital supervisor launched an execution that gave consumers a chance to create cafe chalk art without ever leaving their digital device.


Next Media Stars: Jacquie Albrecht drives metrics forward

The Jungle Media digital specialist is pushing for more relevant measurements for her clients in Vancouver, including recent work with the BC Honda Dealers Association.


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What’s the purpose of your CSR?

Marc Stoiber on finding your true CSR purpose

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Earning trust: CSR is the new sink or swim factor

Coca-Cola’s Shane Grant on earning trust through smart partnerships

Back Page


Back Page: Covenant House’s Hope

Young artists from Covenant House make hope colourful.



Story Planet thinks outside the galaxy

Juniper Park developed the Intergalactic Travel Authority storefront theme for the non-profit learning centre.


Brands stand up to bullies

As the issue of bullying dominates global headlines, a slew of Canadian brands and agencies are responding. But will brands be recognized as authentic supporters and not just background logos?


Adopt a cause

Strategy picked a few lesser-known causes and asked experts to build a CSR program for a brand they thought could partner up with an organization.


Missing Children starts a stamp collection

Lowe Roche and the Missing Children Network are unveiling customized stamps, available for purchase from Canada Post, featuring the faces of missing kids.

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Moving the needle on C-Suite diversity

In part three of strategy’s diversity series, we examine what brands and agencies are doing to address the issue in their senior ranks.


Cause marketing to the extreme

The desire to break through the clutter has many charities aiming for a major emotional response. Strategy examines the risks and rewards of marketing messages that teeter on the fringes.

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