Home Sweet Home - TELUS and WWF Canada
Canadian telecommunications company TELUS is the country’s second largest telecom company, differentiating itself with a strong community investment program. Since 2000, TELUS has contributed more than $340 million to charitable and nonprofit organizations including $5.2 million to animal-related causes.
In 2013, TELUS entered into a formal partnership with WWF Canada to not only help face conservation challenges head on, but also to provide opportunities for team members and customers to help make a difference. TELUS committed $1,000,000 over four years to WWF conservation efforts across Canada, including $250,000 in 2013 through a cause marketing effort called Home Sweet Home. The goals were to provide a fun and engaging way for Canadians to love and care for national critters, educate consumers on the TELUS commitment to animal welfare and build brand affinity.
Through a charming and compelling mass campaign delivered through TV, online ads, transit shelter ads, billboards and in-store promotions, TELUS encouraged Canadians to buy a plush panda in-store and online with proceeds going to WWF as ‘the gift that gives back’ with $2.50 from each panda sale donated to WWF.
With clever social media activations that also earned this campaign a Silver Halo Award in the Social Media category (see details here), TELUS took the the streets in Vancouver and Toronto at bus stops and in malls to spread the campaign message.
To make sure Canadian youth had an opportunity to support the campaign, TELUS ran a challenge on We365 – TELUS and Free The Children’s app created to promote social good. The challenge invited kids to share which at-risk Canadian critter they were most passionate about protecting. When they did, they were entered to win a WWF adoption kit, and $5 was donated to WWF (to a maximum of $2,000).
In addition, the annual TELUS calendar featured WWF campaign critters and holiday e-cards triggered an additional $1 donation to WWF for each card sent, up to $50,000.
As a result, $250,000 was donated to WWF Canada and more than a quarter million Canadians were reached with the campaign message.