TORONTO – CTV is throwing its support behind a project that funds ideas that “refresh” Canadian communities and lead to positive change.
Already underway, the Pepsi Refresh Project will provide over $1 million in Canadian grants over six cycles to fund 60 innovative ideas throughout the year. At each cycle, CTV is promoting the project with televised commercials on its conventional and specialty television channels to celebrate the grant recipients.
“It’s been a great opportunity to participate in the story-telling of the Pepsi Refresh Project grant winners,” said Mary Kreuk, CTV’s VP of marketing, in the press release. “Pepsi has launched an amazing initiative that contributes to greater change in our communities, and we want to encourage other Canadians to participate by submitting or supporting an idea they are passionate about.”
Every other month, 300 ideas can be submitted to the project’s websites www.refresheverything.ca and www.icicestmieux.com where Canadians will vote for their favourite ideas. During each cycle, 10 grants totalling $200,000 are awarded to the ideas that secure the most votes. Ideas fall under six categories: health; arts and culture; the planet; neighbourhoods; education; and food and shelter. There are six cycles in total, each consisting of a submission period, a voting phase, and a celebration of the winning organizations.
“Ideas for the Pepsi Refresh Project are really diverse and innovative. They come from Canadians from all walks of life", said Dale Hooper, VP of marketing for PepsiCo Beverages Canada. “I think CTV’s audience will find the individual stories of the top-voted ideas very compelling to follow, and we’re happy to be partnering with CTV to be able to tell those unique stories.”
