Partnerships with Big Brothers Big Sisters Canada and Women’s Shelters Canada
TORONTO – Rogers Communications announced today two new partnerships to expand its community support during Covid-19, by bridging the digital divide and helping raise awareness for the critical needs of vulnerable women and children.
“This public health crisis compels all of us to take special care of those who need our help more than ever before,” said Joe Natale, president and CEO. “We are pleased to help support the great work being done by Big Brothers Big Sisters Canada and Women’s Shelters of Canada as they help ensure some of our most vulnerable community members are kept safe and connected.”
With physical distancing and staying at home, regular contact between Big Brothers and Big Sisters with their “littles” is impacted, says the Rogers release. Without devices or the internet at home, approximately 25% of the families in the program do not have the necessary tools to keep their “littles” connected to their mentor and remain supported during this critical time.
So, Rogers is partnering with Big Brothers Big Sisters of Canada to provide a donation of smart phones, working in collaboration with Samsung, and six months of free service to ensure that the families who rely on this critical connection get the digital tools and service they need to help maintain these vital lifelines and social connections.
“Our ‘bigs’ are a source of continuity and comfort in the lives of our ‘littles’ – which is more important than ever during this time of disruption,” said Leanne Nicolle, president and CEO, Big Brothers Big Sisters of Toronto, in the release.
With increased social and physical isolation due to the measures governments are taking to keep people home and limit the spread of Covid-19, many women and children may be facing the reality of being at home with an abusive partner.
Even in homes with no history of domestic violence, the stress of isolation and financial difficulties can increase the likelihood of conflict, so Rogers is also partnering with Women’s Shelters Canada to help raise awareness of the services which are available to women in need – including prominent placement of awareness ads across the company’s digital and social platforms.
Through promotion across the digital sites of some of Canada’s most popular and high-trafficked websites including – Sportsnet, Citytv and news radio brands – WSC’s digital ads will reach tens of millions of Canadians each week. In addition, Rogers said it is committed to providing urgent digital tools and support for shelters in need to keep them connected during this critical time through the donation of devices, services and technical support.
“We are experiencing an increase in domestic violence right now as Canadians across the country are struggling to deal with the impact of Covid-19,” said Lise Martin, executive director of Women’s Shelters Canada. “One of our urgent needs is to let women who are experiencing abuse know that you are not alone, it’s not your fault, and there is someone you can reach out to, day or night. We are so thankful to Rogers for stepping up to help us get this message to women who may not know that shelters remain open and can offer safety planning through their 24/7 crisis lines.”
These new community partnerships build on existing Covid-19 community partnerships that Rogers announced last week with Food Banks Canada. Rogers is leveraging the power of its 108 television and radio assets, along with its digital and social platforms, for a national awareness campaign for Food Banks Canada to help reach its fundraising goal of $150 million to address acute shortage during the COVID-19 crisis.
