Editorial
Editorial: The age of cynicism
From strategy‘s May issue, editor Emily Wexler on CSR authenticity, critical observation and which spot brought her to tears.
Unclench, show solidarity & celebrate the good
From strategy‘s latest issue, publisher Mary Maddever on guilt and why good cause campaigns don’t deserve to be dissed.
Upfront
The new do-good lexicon
Is it time to ditch “cause marketing” from your vocabulary?
Strategy is 25: It’s cover contest time
To celebrate our Silver Jubilee, we’re asking agencies to ponder what’s in store for the next 25 years for the industry.
Dianes Lingerie paints a womanly portrait
Each woman’s body is a beautiful fingerprint, says this new brand campaign by 123W.
Canadian apps to track
Check out these hot new platforms with features like 3D, sensor-activated avatars and product searching based on photos.
Deconstructed
Battle strategies for besieged brands
Pundits weigh in on how cos should respond to highly organized attacks, such as Greenpeace’s recent work against P&G.
Cause + Action
McDonald’s takes top Cause + Action honours
With work by Cossette, the QSR is the overall winner of this year’s awards celebrating brands’ great cause marketing campaigns.
Cause + Action overall winner: McDonald’s home is where the heart is
Find out what made the QSR’s cause campaign rise to the top.
Cause + Action Awards: Valin suits up to stir social change
The Quebec clothier shows how a low-cost campaign can have a high impact.
Cause + Action Awards: Telus critters find love
The telco inspired Canadians to support WWF-Canada with plush pandas and Twitter-powered vending machines.
Cause + Action Awards: Cashmere celebrates 10 years of cause couture
The tissue brand secured a spot among the winners with its efforts for the Canadian Breast Cancer Foundation.
Cause + Action Awards: Dove hangs self-esteem issues out to dry
With its dramatization of stats via 3D billboards, the brand’s work to encourage self-confidence secured its win.
Cause + Action Awards Jury
Read up on our panel of judges who selected this year’s winners.
Forum
Just cause: the power and need of shared value
HSF’s Geoff Craig says now is the time to build partnerships with charities that have a genuine influence.
Exploring uncomfortable thoughts to find insights
Should we ban advertising products that harm people? Marc Stoiber says discussing ideas like this can keep the industry fresh.
Back Page
Back page: Award-winning cause marketing
The idea is the simple part, according to this month’s design from Grey Canada.
Features
Show them the money… being used for good
P&G and 7Up get creative with purchase-driven donations.
![CanadianTire-Anthem-8[1]](http://cdn.strategyonline.ca/wp/wp-content/uploads/2014/04/CanadianTire-Anthem-81-300x172.jpeg?3f3561)
Investing in trust
Want to be considered a trustworthy brand? Set aside one-off cause programs for long-term commitments that show the difference your company is making.
Tim Hortons celebrates half a century
Will quietly reflecting Canadians’ values be enough to stave off growing competition and resonate with a changing demographic?
Photos
Shopper Marketing Forum and Innovation Awards 2014
Check out strategy‘s photo gallery for highlights from the two-day event in Toronto.
BCON Expo 2014
Did you miss the branded content conference? Our photo gallery will make you feel like you were part of the action (sort of).
