TORONTO and VANCOUVER – Telus is taking a hard stance to combat cyberbulling.
In addition to a new campaign to raise awareness of cyberbullying in Canada, Telus is calling on Canadians to take the Telus Wise Digital Pledge, an online movement to help create a safer, friendlier digital world. For every pledge made, the company is contributing $1 to support #EndBullying programs for youth in Canada, with the goal of achieving one-million pledges.
The campaign includes a 30-second commercial, supported by eight social extension videos that explore the lives of those impacted by cyberbullying; as well as digital display, social, cinema and out-of-home ads; retail activations; sponsored content; and influencer outreach.
A key component of the campaign is the #EndBullying symbol (pictured), a hashtag of interconnected arms that is meant to be a powerful visual reminder for bullied kids that they are not alone.
“This is not a Telus logo – this is the symbol of a cause – and our goal is to make the hashtag emblematic of cyberbullying awareness and a show of support for those who have been bullied online”, the company said.
In other company news, Telus' president and CEO Darren Entwistle and his family have launched the Entwistle Family Foundation to help at-risk Canadian youth realize their full potential.
Led by a $1 million donation by Entwistle himself, this philanthropic foundation will complement the support provided by Telus Corporation to youth-impacting organizations by making additional donations based on funding recommendations received from the Telus Community Boards and the Telus Foundation.
“The establishment of the Entwistle Family Foundation reflects my family's deep belief in Telus ' social purpose focused on health and education, particularly concerning at-risk youth," said Entwistle, in a statement. "We share the Telus team's heartfelt commitment to enabling improved social and educational opportunities for our future leaders, through programmes and initiatives that are helping children and teens stay safe online and rise above cyberbullying; keeping vulnerable youth who are aging out of foster care connected to the people and vital resources that matter most; and providing underserved kids with school day essentials, such as a backpack full of school supplies, a healthy meal and clothing on their back. The Entwistle Family Foundation allows us to build on the incredible legacy of giving exemplified by the Telus team and the Community Boards as we strive, collectively, to improve the lives of youth who need our support the most."
