Who: Corus Entertainment, with Toronto agency Disruptincy and Shaw Communications.
What: #CanadaTogether, a new initiative with a stated goal of uniting Canadians during the COVID crisis by delivering information and education as well as “entertaining and inspiring” content.
When & Where: The program kicked off last week with broadcast and social spots. The content is housed on a dedicated website, CanadaTogether.com, with an assist from Corus Entertainment properties including Global News and ET Canada.
Why: The idea is for the national media company to utilize its “extensive megaphone,” which includes TV, radio, digital and social assets, as a means of inspiring, educating and engaging Canadians during extraordinary times.
How: It launched with a video featuring people delivering a rendition of “O Canada” dedicated to front-line workers.
The video was the brainchild of Disruptincy co-founders Geoffrey Roche and Jack Harding, assisted by School Editing partner Chris Van Dyke and Vapor RMW creative director Ted Rosnick.
It features stitched together performances of the national anthem sung by everyday Canadians and Corus personalities including Bryan and Sarah Baeumler, Scott McGillivray, Drew and Jonathan Scott, as well as other notable Canadians such as Olympian Hayley Wickenheiser. Canadians are being invited to film themselves performing the national anthem each Sunday at noon and then bang pots and pans and yell “thank you” and post using the #CanadaTogether hashtag for a chance to be included in future videos.
Content on CanadaTogether.com is built around dedicated pillars such as Home Together (which includes content for home-bound Canadians, such as “12 sweet treats to make with pantry staples”), Stand Together, (an informational pillar using Global News’ news-gathering capabilities) and Celebrate Together (which celebrates “small victories” and how Canadians are helping each other through the crisis).
Shaw Communications is also powering the dedicated Learn Together content hub through its #ShawHelps initiative, which includes free access to digital education programming.
And we quote: “Canadians are united now, more than ever, as we face extraordinary times and the need to keep each other safe and healthy. Thanking frontline workers through the unifying power of our national anthem is an impactful way to show our gratitude and to bring the country together every week.” — Doug Murphy, president and CEO, Corus Entertainment.