TORONTO — Bell Media and Desjardins Group announced today a new radio campaign to raise awareness for the cooperative financial group’s GoodSpark Grants initiative winners.
The multi-faceted campaign highlights the Canadian small businesses that are grant recipients and what they are doing in their local communities, explains a Bell Media press release.
“In the spirit of helping others, Desjardins’ GoodSpark Grants initiative has provided a total of $3 million to 150 small businesses across the country who applied for a grant based on projects that support sustainability, employment, and innovation in their local communities,” the release reads. (Pictured above is one of this year’s grant recipients, Rav Singh, founder of Shade of Miti, an organic farm in Mississauga, Ont.)
The radio campaign is a collaboration between Bell Media, Desjardins, Glassroom and Bleublancrouge, and features integrations across key Canadian radio networks, including iHeartRadio Canada, Orbyt Media, Stingray Radio Inc., and Central Ontario Broadcasting stations.
Elements of the campaign include “live reads, promotional announcements, integrated liners, social media content, and custom pages on the radio stations’ official websites,” the release says.
“The campaign also includes ‘Tell Me Something Good’ segments, airing on iHeartRadio Canada’s Talk and Virgin Radio Network across the country, as well as Stingray radio stations. Sponsored by GoodSpark Grants, the segments feature local, good-news stories aimed at inspiring listeners to engage in acts of kindness within their own communities.”
“The GoodSpark Grants program is all about giving back to the communities we serve and supporting them from a grassroots level,” said Johanne Brousseau, sponsorships, donations and brand director at Desjardins, in the release. “Community is at our core and we always strive to connect at a hyper-local level.”
“This inspired us to move from commercial time to content integrations,” added Raphaël Metter-Rothan, media director at Desjardins. “By partnering with Bell Media and working closely with Glassroom, we were able to connect with listeners in a more meaningful and authentic way while also giving the program national reach and awareness.”
“We’re very excited to partner with Desjardins and raise awareness for the GoodSpark Grants initiative recipients,” said Perry MacDonald, vice-president of advertising sales and partnerships at Bell Media. “Especially in light of the many challenges small businesses have faced in recent times, we’re proud to support and strengthen Canadian communities by shining the spotlight on locally-owned and operated companies.”
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Photo image provided by Bell Media.
