TELUS

The Giving Effect

Every act of giving inspires another. By positioning customers as leaders, TELUS’ efforts to flaunt their own charitable giving became much more palatable.

Brief: Inform Canadians of TELUS' status as one of the most charitable companies in the world.
Insight: TELUS has donated half a billion dollars and volunteered nearly seven million employee hours to charities and causes in Canadian communities. Dozens of films documenting their initiatives had been created, yet they were hesitant to share them with consumers – nobody likes a showoff. How could we tell the story of their selfless acts in a selfless way?
Agency: The&Partnership
Client: TELUS Community Investment
Project: Awareness Campaign
Art Director: Winston Hartle
Writer: Kate Qually
Director: Stash Capar

ANTHEMIC FILM

At the heart of our campaign was an anthemic film celebrating the everyday heroes who inspire TELUS to give back in the communities they serve. Various cuts were distributed on TV, YouTube, and social media, while our hero spot launched on Facebook.

INTERNAL LAUNCH

There is more authenticity found in the voices of real people than in that of a brand, so we recruited TELUS’ 100,000+ employees to speak for us. Customizable t-shirts handed out at every volunteer occasion allowed them to share their inspirations instantly via social media.

Animated GIVs

We also encouraged employees to share short, looping videos of their giving efforts to social media.

The Giving Hub

We created The Giving Hub – an online portal aggregating all of TELUS’ stories, social media posts, and results from efforts in their communities, past and present.

Free Wi-Fi

Sometimes, even a little gesture of giving can go a long way. As a little extra nugget, we activated some free wi-fi hotspots around town in the hopes that our selfless act would inspire another.