Raise your paws to support the cause

I feel very lucky to be able to say that I love what I do, and really mean it.  I have the pleasure of leading the development of our cause marketing campaigns – those that benefit not only TELUS, but a valued community partner by raising awareness and/or funds for a variety of causes close to our hearts.

One of my favourite campaigns to be a part of is the “Pink” campaign, which supports organizations working towards a future without breast cancer. Since 2008, we have developed a variety of creative ways to engage with our team members and customers and raised more than $5.3 million for this worthy cause.

This year we’ve teamed up with Rethink Breast Cancer and the Quebec Breast Cancer Foundation (QBCF) just in time for Mother’s Day, to create an exclusive offer around the global launch of the Samsung Galaxy S4. We are going to encourage customers to ‘Raise their paws for the cause’, and will donate $25 to Rethink Breast Cancer, or QBCF in Quebec, for every white Samsung Galaxy S4 purchased.  Plus, as a fun added bonus, customers get a free limited edition case – decked out with a pink footed Panda!


As is the case with all our successful cause marketing campaigns, they need to be more than a lump sum donation; we want to ensure TELUS has an opportunity to add value.  We ask ourselves, why can, and why should TELUS tell this story? What I love about the pink campaign, even over and above, attaching our donation to an iconic device, is the connection between health and technology, and the value we can add in that space.

One of the most interesting things that I have learned through this partnership is that 1/3 of all breast cancers are preventable by making healthy lifestyle choices. As part of our campaign, we are holding a Wellness Learning Center Session, which will share tips and tricks on how your phone can be used as a tool to manage your health and explain how to get the most out of the new GS4.  As an added incentive, for each session attendee, TELUS is giving an additional $50 to Rethink Breast Cancer.

I encourage everyone to keep their eyes peeled for our pink footed panda, which can be spotted in around our city  online and in TELUS stores starting today, so be sure to check it out live if you get a chance!

For those in Toronto, take a drive down Gardner highway and view our giant panda raising his paws! He’ll be up starting on May 20th for a month.