RBC looks for change

A new CSR initiative with Free the Children aims to help young Canadians bring their world-changing ideas to life.


Pictured:  Alex Deans, one of RBC’s #ChangeAgents ambassadors at We Day in Toronto.

RBC has launched a new CSR program with Free the Children, aimed at helping young people see their ideas for changing the world come to fruition.

The new “#ChangeAgents” program, launched earlier this month at We Day in Toronto, asks young people to share their ideas on social media for a chance to have support from RBC, such as receiving advice, networking opportunities, mentorship or financial literacy resources.

Working with Grip Limited, the bank is using a video highlighting several young advocates and entrepreneurs. The video is being shared at upcoming We Day events across Canada, as well as through RBC’s own social media channels, in-branch digital screens and website.

“When we look at it, our brand is all about helping people get to where they want to go and realize their ‘somedays’,” says Jo-Anne Wade, marketing head, Canadian banking integration and brand at RBC. “Through this program, we’re extending it to more of the social good and community area.”

RBC has partnered with Free the Children on youth-focused initiatives since 2012, including providing a financial literacy curriculum to schools. “This is the first time we’re going out with such broad reach and in partnership with somebody else on our program,” Wade says.

“We wanted to find a way to be part of We Day that was relevant and meaningful,” she adds. “We wanted to be the corporate [partner] there that could really help these young people bring their ideas to life.”