Hduson's Bay Foundation Evening For Change pamphlets sit on a black tablecloth

Hudson's Bay Foundation

CHARTER FOR CHANGE

Case Study

A black and white image of a woman in traditional headscarf sitting in front of a white backdrop. Film equipment and lighting can be seen in the background.

PROBLEM

Hudson’s Bay Foundation needed a new social impact platform to engage internal and external audiences across the country. We sought to identify an issue that was meaningful to the brand, its customers and its communities.

A Hudson's Bay Foundation Evening for Change poster, presented by Breville, sits in a Hudson's Bay Store

SOLUTION

It's time for a new Charter. A Charter for Change.


Through research, we identified racial inequity as an engaging, relevant issue where Hudson’s Bay Foundation could demonstrate a strong impact. And in May 2021, Hudson’s Bay Foundation’s Charter for Change launched with a ten-year, $30 million commitment to support diverse communities in education, employment and empowerment.

We created a multi-channel awareness campaign for Charter for Change, including a landing page, event branding for annual fundraisers that raised over $1M, and the brand’s first annual impact report. We also helped to develop and launch the Change Collective: A company-wide employee program that engages teams in learning, giving and volunteering.

Hudson's Bay Foundation Evening For Change tables are set up, ready for the attendees
Hudson's Bay Foundation Evening For Cahnge red carpet and red rope
Image with text that reads: Hudson's Bay Foundation is investing in the change Canadian's want to see. Learn more at hbcharterforchange.com

IMPACT

$0M

Commitment

$0M+

Distributed to date

$0M+

Donations raised

0+

Community impact partners

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