Employees and Community Case Study:
Molson Canadian Red Leaf Project
Launched in Canada June 2011, the Molson Canadian Red Leaf Project is a commitment to positively impact the Canadian environment in communities from coast to coast, incorporating tree plantings, urban greening projects and shoreline cleanup efforts.
In 2012, the Red Leaf Project was responsible for an additional 100 park clean-up projects across the country. With more than 5,380 volunteers participating from across Canada the Red Leaf Project, created a new pocket park in Calgary, planted more than 1861 trees, collected more than 220 bags of litter and removed more than 1,125 invasive species from parks and waterfront areas across Canada. More than 60% of consumers who participated said they “wanted to give back to the community and environment.”
While participating in a community greening event is reward enough for many people, many Red Leaf Project initiatives come with an added bonus – a free ticket to attend a local concert taking place afterwards.
The Red Leaf Project partners with Evergreen, a national charity in Canada that creates and sustains dynamic green spaces in parks, school grounds and communities across the country. By deepening the connection between people and nature, and empowering Canadians to take a hands-on approach to their urban environments, Evergreen is improving the health of our cities—now and for the future. For more information, visit www.evergreen.ca
The Red Leaf Project drove significant engagement with consumers through digital media. There were more than 23,000 total “pins” redeemed online resulting in a $420,000 contribution to the program. The Molson Canadian Red Leaf project website received more than 110,000 visitors with more than 97,000 being unique visitors. The Facebook site had over 35,000 fans over the course of the program. The Red Leaf Project continues to be an initiative that positively drives brand equity and differentiation.