Fido shares its care

The telco has partnered with environmental not-for-profit Evergreen to launch a program supporting environmental and community projects across the country.

Fido is green with caring. The telco has launched a new program, in collaboration with national not-for-profit Evergreen, to support local environmental and community projects across the country.

Through the Share Your Care program the telco will divide $100,000 between 20 different local projects and encourage Canadians to vote for their favourite at Participating organizations, under the stewardship of Evergreen, include the George Waterway Initiative in Victoria, BC; the Fletcher Wildlife Garden in Ottawa; Friends of the Coves Subwatershed in London, ON; the Ann & Sandy Cross Conservation Area in Calgary; and Befriending the Mountain in Montreal.

“Fido is the affordable wireless brand that cares,” says Steven Sarfin, senior marketing director, Fido. “Share Your Care is an extension of this holistic positioning and is designed to engage our customers. The general public has a role in directing funds toward community projects. It will become an integral component of Fido’s annual community investment program.”

Each of the projects involved with the program will receive base support of $2,500 from Fido. The remaining $50,000 will be doled out to the three projects that receive the most votes from Canadians, who have until Aug. 14 to vote.

Fido has rolled out an online advertising campaign to promote the initiative, executing page takeovers on sites including YouTube,, the Post Media Network, MSN Quebec and Metromedia Quebec. The brand is also sharing its care via social media channels and Montreal-based Revolver 3 handled creative while OMD managed media.

Share Your Care is Fido’s latest collaborative effort with Evergreen, which strives to make cities more livable. They first partnered up in 2009 and since then the telco has helped the organization mobilize over 20,000 volunteers to support more than 190 school ground greening projects, 800 public greening events and workshops and plant over 40,000 trees and shrubs across the country.

From Strategy Online