Direct bank Tangerine has launched a new sponsorship and community investment platform called #BrightWayForward.
The company will support programs that inspire self-esteem, teamwork, leadership and belonging, with the aim of helping to empower Canadians.
“Tangerine has a long history of volunteerism and giving back to the community,” said Lisa Gibson, director of communications at Tangerine. “We wanted to bring some focus to it and create a platform that was purpose-driven versus just picking a property to sponsor.”
“[Tangerine] is all about providing tools and resources to help Canadians make good financial decisions and live better lives,” she added. “For us, [the new platform] is a natural extension of that.”
#BrightWayForward was officially launched at a media event in Toronto on Feb. 23. The bank announced a multi-year partnership with Canada Basketball and Steve Nash Youth Basketball (SNYB), which helps young people learn new skills, build self-confidence and gain a sense of belonging. As part of the sponsorship, Nash will serve as a program ambassador.
“Basketball is one of the fastest-growing sports and it’s certainly very accessible, which was really important for us,” said Gibson. “As we looked at all the work Steve Nash does both on and off the court, it felt like a natural fit for us.”
On the community investment side, Tangerine will support charitable organizations it selected with help from United Way, including ACCES Employment, FoodShare, Unity Charity, YMCA of Greater Toronto and Youth Without Shelter. “These organizations are just the start,” said Gibson.
Throughout the year, Tangerine will participate in a number of charitable events and will look at getting its own customers involved in fundraising and volunteer activities.
“Without [retail] branches, we have to come up with other ways to let our clients know what our brand and our team is all about,” said Gibson. “I think this is a nice way to be able to work alongside [our customers] for a good cause and let them get to know Tangerine a little better.”
Tangerine will promote #BrightWayForward throughout the year with paid, owned and earned media. For the launch, it’s rolling out paid social media, digital banners and newspaper ads.
John St. developed the creative as well as the microsite and online video (above).
Tangerine’s agency partners also include S&E (sponsorship) and High Road (PR).
