Corus Entertainment has launched Corus Feeds Kids, the company’s national philanthropic initiative that focuses on nourishing children’s bodies and minds. Corus’ goal is to raise $3 million and contribute 3,000 employee hours in three years. Corus Feeds Kids kicks off with a two-week awareness campaign that culminates on Thursday, May 17 with Corus Feeds Kids Day, a day dedicated to raising funds for local food banks to help alleviate childhood hunger in Canada.
“Corus has had a long and successful track record supporting the communities we serve and we are proud of the culture of giving that has been nurtured at our company,” said John Cassaday, President and CEO, Corus Entertainment. “After carrying out a comprehensive review of our philanthropic efforts, we made the decision to refine our corporate giving strategy to concentrate on an issue that resonates with employees and our audiences. The Corus Feeds Kids program offers us the opportunity to improve the lives of young Canadians by focusing on helping to nourish children’s minds and bodies.”
“As a media company that serves kids and families, Corus is committed to the well being of children. With proper nutrition children can learn and flourish,” said Heather Shaw, Executive Chair, Corus Entertainment. “Our Television and Radio brands provide the megaphone for the Corus Feeds Kids campaign to reach a wide audience and address the importance of providing children with the foundation they need for healthy development and long-term success.”
For a two-week period starting today, Corus will raise awareness and funds by partnering with local food banks to deliver a comprehensive campaign supported not only by our national TV brands, radio services and online assets but also special events, talent participation and social media activities held across the country. Corus has developed a public service announcement which will air in heavy rotation on the company’s radio and television assets, as well as an online site, to encourage Canadians to support this cause by making a monetary donation to local food banks which will go toward the purchase of child-friendly food.
Facts on the importance of providing proper nourishment to Canadian children:
- According to Food Banks Canada’s 2011 HungerCount, approximately 93,000 Canadians visit a food bank each month for the first time, with more than a third (38%) being children and youth under age 18.
- 31% of elementary school students start their day without a nutritious breakfast. Children who eat breakfast have improved memory, problem solving skills and creative abilities.
- Nutritious eating is the key requirement for healthy human development in a child’s early years.
Source: Food Bank Canada 2011 HungerCount report and Health Canada
Since the company’s creation in 1999, Corus Entertainment has contributed over $148 million through fundraising drives, air-time support and cash contributions to organizations across the country.