PETRO-CANADA CAREMAKERS FOUNDATION™ SPOTLIGHTS CANADA’S FAMILY CAREGIVERS IN ITS FIRST CAMPAIGN
04. 27. 2021

PETRO-CANADA CAREMAKERS FOUNDATION™ SPOTLIGHTS CANADA’S FAMILY CAREGIVERS IN ITS FIRST CAMPAIGN

Did you know that each year more than 8 million Canadians play the role of family caregiver for a friend or loved one who needs support? In fact, at some point in their lives, more than half of all Canadians will provide unpaid care to a family member or friend with a long-term health condition, physical or mental disability, or age-related need. These caregivers play an integral role in supporting relatives, friends and neighbours – but they often go unrecognized and unsupported.

Until now.

Last November, Petro-Canada, a Suncor business, announced the creation of the Petro-Canada CareMakers Foundation, designed to support family caregivers across Canada. Through the CareMakers Foundation, Suncor will invest $10 million over the next five years to bring awareness and support to the essential work of caregivers.

This week we launched the Foundation’s first campaign, designed to shine a light on caregiving at a time when caring is more essential than ever. The campaign is built on the insight that caring is more than looking after someone. It’s late nights and early mornings. It’s about dedication and presence. It’s about learning something new every day, like new ways to care and new ways to cope.

We asked our CCO, Josh Stein, to talk about this passion project: “We had the privilege of listening firsthand to stories from a variety of family caregivers and they are nothing short of heroic. Our job is to let other Canadians know what they are going through day to day, helping make sure that caregivers everywhere get the support that they need.”

Our McCann team developed the branding design for the CareMakers Foundation, as well as the launch campaign which breaks this week on TV, online video, digital and social.

In addition to creating awareness of the important role that caregivers play, the Petro-Canada CareMakers Foundation provides grants to charitable organizations in Canada that support family caregiving, to enhance and amplify their work. Funding has already been provided to organizations including Baycrest Foundation, Community Care for the City of Kawartha Lakes, Circle of Care, Association of Neighbourhood Houses BC, and the Canadian Home Care Association.

Read more about the campaign here: https://strategyonline.ca/2021/04/27/petro-canada-introduces-a-more-real-reflection-of-caregiving/