A Muskoka chair placed in a glass case with text 'The summer and drunk driving don't mix'

LCBO (Updated)

2021


The Challenge

Drunk driving increases around long weekends and holidays. The LCBO tasked Public to develop a campaign to bring awareness to the importance of responsible consumption and remind people that drinking and driving don’t mix.

 

Our Approach

In Canada, few things are more synonymous with long weekends than driving up to a cottage and relaxing in a Muskoka Chair. Working with local artist Trevor McIntyre of Imagine Metal Art, we recreated unique Muskoka Chairs using materials from car wrecks, serving as a reminder not to drink and drive.

 

Collective Impact

During the May long weekend, four chairs were installed in key, high-traffic markets – Toronto, Ottawa, Gravenhurst, and Huntsville.

 

2020


The Challenge

To help the LCBO pivot to meet the urgent needs of Ontarians at the start of the pandemic. The solution had to create impact across Ontario, protect the LCBO’s reputation and engage its consumers and employees.   

 

Our Approach

We leveraged the Spirit of Sustainability platform to redirect the LCBO’s full resources to drive fundraising to help Ontario handle food insecurity emergent during the pandemic. 

 

Collective Impact

In just 21 days, we raised $3.3 million in emergency funding to support and sustain food relief programs across Ontario. 

 

2019


The Challenge

Social impact has been at the core of the LCBO’s mandate for over 90 years. Public was tasked with creating a social impact platform that strategically integrates the LCBO’s business objectives and brand to create greater community and business impact.

 

Our Approach

Public developed Spirit of Sustainability, a social impact platform that leverages the LCBO’s scale and influence to take a leading stance on sustainability. We took an integrated approach, calling for an enterprise-wide commitment with clear goals that will drive measurable social impact in communities across Ontario.

Collective Impact

Spirit of Sustainability focuses on three pillars that support building a more sustainable future.

  • Good People: improving the well-being of customers, employees, and communities across Ontario through education and engagement initiatives.
  • Good Planet: minimizing impact on the environment with improved practices and infrastructure.
  • Good Partnerships: improving the sustainability of the industry through leadership and setting higher standards for suppliers.
  • Strategy

    Platforms

  • Client

    LCBO