At TELUS, we believe in our hearts and minds that in order to do well in business, we must do 'good' in the communities where we live, work and serve. In this new era of socially responsible consumerism, customers look to do business with organizations that are contributing to the greater good of society. Through our cause marketing initiatives, we continue to advance our community investment strategy by offering our customers and potential customers, product and service options that result in a direct benefit to local charities right in their own backyards.
Our innovative cause marketing efforts further enhance our customer relationships by making a real and tangible difference for causes that are close to our customers' hearts. Even throughout our largest national campaigns, donations are always distributed on a regional basis to ensure a significant local impact is made. We understand there is a symbiotic relationship between the success of our company and the health of our communities, making our efforts to live up to our brand promise — the future is friendly — essential in all that we do.
TV for Good
When a customer signs up for Optik TV™, good things happen in their local community. Through our 2011 TV for Good™ campaign, TELUS gave $100 to a local community project for every new TELUS TV® customer in participating communities. Since 2009, TELUS has contributed $6.5 million to 35 local community projects in Quebec, Alberta and British Columbia.
In 2011, we launched 13 new campaigns. Our Victoria campaign, as one example, raised $500,000 for the David Foster Foundation in support of children in need of organ transplants. We did not launch 16 campaigns as targeted but instead chose to maximize the impact of our giving in 13 communities with strong campaigns.
Phones for Good
Launched in March 2011, TELUS gave $100 to a local community project through our Phones for Good® campaign for every new smartphone customer in participating communities. As of January 31, 2012, $1.19 million has been donated to 12 communities across B.C. and Alberta.
TELUS Go Pink
TELUS, the Canadian Breast Cancer Foundation (CBCF) and Quebec Breast Cancer Foundation (QBCF) partnered to launch the 2011 Go Pink campaign. This campaign raised funds to support breast cancer fellowships for research into the early detection and treatment of a disease that affects more than 23,000 Canadian women and men each year.
In October 2011, TELUS announced it would give $25 for every pink BlackBerry Curve 9360 smartphone sold across Canada to CBCF/QBCF. The campaign raised over $400,000 toward breast cancer fellowships.
The campaign also involved several innovative fundraising initiatives such as the Go Pink Facebook application that invited people to join the Pink Network™.
To date, TELUS has contributed over $15 million since 2000 to help find a cure for cancer and support enhanced cancer treatments for all Canadians.
In 2011, TELUS launched the Built for Business campaign that met our $250,000 fundraising target in support of Junior Achievement (JA). For every smartphone for business purchased in Toronto, TELUS donated $50 to this registered charity.
TELUS team members also supported the cause, delivering two of JA of Canada's most powerful finance programs to more than 760 grade seven and eight students. Dollars with Sense is an age-appropriate introduction to personal finance and financial planning for grade seven students and Economics for Success is meant to inspire grade eight students to plan their careers and recognize the connection between staying in school and achieving their dreams. Forty-nine of our team members participated and more than 4,500 students across the Greater Toronto area have been positively affected by JA's programming.
Opération Enfant Soleil
Opération Enfant Soleil is a non-profit organization that was founded in 1988 to raise funds for pediatric care and run health-related programs for children in Quebec. The organization distributes funding to Quebec's four major pediatric centres — Centre mère-enfant du CHUQ à Québec, le CHU Sainte-Justine de Montréal, Montreal Children's Hospital at McGill University Health Centre and le CHU de Sherbrooke. TELUS has partnered with Opération Enfant Soleil for 13 years, contributing over $2 million since 1998. Our support has included:
David Foster Foundation
- Supplying telephone lines, call centre equipment and dedicated volunteers for its annual telethon.
- Selling TELUS critters during the holiday season.
- Being a lead sponsor at its fundraising events.
- For eight weeks in spring 2011, a $25 donation to Opération Enfant Soleil was made for all new activations of TELUS smartphones or Mobile Internet Keys made in the greater Quebec City area, greater Montreal area and Rimouski. The campaign raised a total of $204,500 for this organization.
Since 1986, the David Foster Foundation (DFF) has assisted more than 600 Canadian families with children in need of major organ transplants and has provided them the funds to help ease the financial burden associated with caring for a sick child. In 2011, TELUS donated $500,000 to the Foundation as a result of our TV for Good™ campaign. TELUS also continues to support DFF through a Facebook campaign that donates $2 for every new "like" on the Foundation's page. To date, the campaign has produced 10,551 new fans and 11,551 new likes, which have led to an additional $23,100 donation taking TELUS' total contribution to $523,100 in 2011.
The Foundation also educates Canadians about organ donor registration and despite its efforts, only 14 per cent of Canadians have registered to donate organs in the event of death while approximately 4,000 people each year are waitlisted for transplant surgeries, many of whom are children. To improve this outcome, TELUS will launch a series of initiatives designed to support organ donation programs in Canada. In 2012, TELUS will give $100 for every new TELUS TV® customer in Victoria (to a maximum of $100,000). Additionally, we are working with the Foundation to launch a new website called DaysInWait.com. This innovative community site will enable Canadians to share their stories and experiences related to organ donation. With recent statistics indicating a nation-wide plateau of organ donation registrations, TELUS' goal is to inspire Canadians to register with their provincial organ donation registry and help reduce the wait list for organ transplant surgeries.