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NEWS RELEASE    National Volunteer Week announces Canadian volunteer associations on thin ice   

Ottawa, April 14, 2010: National Volunteer Week is April 17 to 22 and one must‐

attend event is the national conference taking place in Edmonton, Toronto, and Montreal.      

Dr. Michael Hall , vice president of research at the Canadian Centre for 

Philanthropy and a leading expert on charities and the non‐profit sector, will be the  keynote speaker on April 19, the first day of the conference. He set to announce the  results of a new study which shows that volunteerism is on the decline.      

“Voluntary organizations are so highly trusted by Canadians.” says Dr. Michael 

Hall. “Canadians greatly value the role they play in delivering services and enabling  citizens' voices to be heard. Yet the core of their support ‐ both in terms of money and  human resources ‐ is dangerously thin due to the fact that it relies on a small number of  supporters.”      

Dr. Hall’s speech, “Skating on Thin Ice,” is based on a review of the National 

Survey of Giving, Volunteering, and Participating done in 1997, 2003, and again in 2010  and other public opinion research done over the last 20 years.    

The study shows fewer Canadians are donating their time and money to 

volunteer organizations, and that fewer people are pulling more of the weight of these  groups than ever before.     

A step in the right direction is the partnership voluntary organizations have 

established with the federal government to re‐vitalize the sector.  -more-

2‐ volunteer week      

“People representing voluntary organizations across Canada are working with the 

federal government over the next 18 months to find ways to strengthen the sector and  individual voluntary organizations within it,” says Mary Williams, leader of the  revitalization project. “The initiative will be working to broaden public support for the  work of voluntary organizations, re‐define its relationship with government, increase its  capacity and attract new donors and volunteers,”      

Volunteer Canada’s wish for this week is that all Canadians to get involved with 

their community and start a volunteering today.     About Volunteer Canada   

Volunteer Canada is the national voice for volunteerism in Canada. Since 1977, the 

organization has been committed to increasing and supporting volunteerism and civic  participation through ongoing programs, special projects and national initiatives, by  developing resources and by engaging in research and training across the country. Working  with volunteer centres, community and national organizations and businesses, Volunteer Canada  actively leads national dialogues on how volunteerism is related to citizen engagement and civil  society and provides leadership on issues and trends in the Canadian volunteer movement. 

‐ 30 ‐  Contact:    Lindsay Holloway, Communications Officer, Volunteer Canada Ottawa    613‐ 769‐9874 (office)  613‐ 989‐ 8746 (cell)    lh102010



- Ten years ago, the bulk of voluntary hours came from younger Canadians between the ages of 25 and 44. - Today, most of the voluntary hours come from those over 45 years old. - Only 11 per cent of adult Canadians provide the core of support for Canada's voluntary sector, accounting for half of the dollar value of all donations and 42 per cent of all volunteer hours. - 80 per cent of donated dollars come from just 20 per cent of Canadian adults - Just 8 per cent of Canadians contribute 72 per cent of the total volunteer hours donated in Canada. -Virtually all Canadians (90 per cent) agree that charities are becoming increasingly important in our society. -Most Canadians (79 per cent) believe that charitable organizations understand the needs of the average citizen better than government. -A majority (69 per cent) thinks that charities do a better job than government in meeting the needs of the average Canadian. -The latest data shows a substantial drop over the last decade in the number of Canadians who give money to charitable endeavours: 200,000 fewer Canadians than in 1991 are claiming charitable donations on their tax returns.

What's your reason? A Health Canada stop smoking campaign

Lindsay Holloway October 27, 2010 040 549 775 WHAT'S YOUR REASON?


What’s your reason?

Health Canada

Audience Health Canada Ottawa, Ontario K1A 0K9

Health Canada’s audience for the What’s your reason?  campaign are youth aged 15 to 21 who are smokers. 

The Campaign

Email: Telephone: 613-957-2991 Toll free: 1-866-225-0709 Website:

The What’s your reason? campaign has four parts designed to  reach the target audience. These parts include a cross‐country  tour, social media outreach, scholarship contest, and a high  school program designed to keep kids from smoking.   



What’s your reason? Part one of the campaign will reach the target audience   through a motivational presentation at schools.  We will present in   every major city across Canada in at least one school per city.    These presentations will be given to all students at the school   smoking and non‐smoking. The hope of presenting to everyone is   that non‐smokers will convince smoking friends to quit, and also   to prevent non‐smokers from ever starting. Our spokesperson   would be very relatable, in jeans and a t‐shirt, and we will teach   him how to be conversational and not preachy.     During the motivational presentation there will be numerous   demonstrations, and a team building activity.  The demonstrations   will include pouring tar on real human lungs to show how much   tar goes into your lungs every year by smoking.  We would bring in   clogged arteries and squeeze the clogs out, and if that not possible we would show videos of  this happening.  We would show a model of a brain as it has a stroke, and explain the effects of  a stroke.  Just to name a few examples.     After doing all the demonstrations and speaking a bit about more of the effects of  smoking we would get into the team building activity. In cigarettes there are close to 500  different toxins, I would spilt kids up into groups of 20, ten kids with names of toxins, and ten  with the effect a certain toxin has on the body. Their job is to match the toxin with its effect   and glue the effect onto the back on the poster with the toxin name on it. Our Health Canada  team will confirm all answers are correct, leaving us with 500 toxin posters. Those posters will  then be hung in every front window on the school.  Each window pane has a different toxin,  until the entire front of the school if covered in cigarette toxins. This gives students a better  visual of what 500 toxins really looks like.  The students will also be holding a banner that says  What’s your reason? The idea being one of these 500 chemicals should be reason enough to  stop.     After putting up all the posters we will do a school photo shoot. We would have all the  students involved in the presentation standing in front of their toxin covered school, and post  the final photo on their school website so all students can access the image.                



What’s your reason? Part two will involve social media.  We will design a Facebook page titled What’s your reason?,  which will serve as a secondary place for students to look for the photos of their schools  covered in toxins. As well as a place for campaign managers to put the next tour locations,  more information about our tour, and would function as a place to receive feedback about  what we are doing.     We will also use Flickr, the photo sharing site, to show all of the schools we have been  to, students participating in our presentations, key people involved, and schools covered in  toxin posters. This site will also feature pictures of lungs filled with tar, clogged arteries, mouth  cancer and other negative effects of smoking.     Youtube will be used to show videos of what we are doing in the school presentations,  interviews with students who were affected by our tour, and any other recorded efforts of our  stop smoking campaign.     Finally we will create a hash tag on twitter called Whats your reason? Under which  people can tweet about quitting smoking experiences, experiences with our presentations, links  to good quitting smoking ads or websites, and really anything to do with quitting smoking.  All  of these social media sites will be promoted through our presentations and hopefully through  word of mouth, also through local media reporting about our efforts.     Part three will involve Health Canada starting a contest.  The contest will be similar to the  “Because I am a Girl” campaign happening right now.  We will ask students, and all youth aged  15 to 21 to send us there ideas for a stop smoking campaign. What would they do if it was their  campaign? How would they reach people? The winner with the best idea judged by Health  Canada associates would receive a $5000 scholarship to the school of their choice. This contest  will be advertised through our presentations, on Health Canada’s website, and though all of our  social media tools.     Part four is a program designed to make kids stop, and never start smoking. We will design a  program, and promote it on the Health Canada website, through social media, and during our  school presentations.  This program will be targeted at grade 9 students. The idea is students  who sign up in grade 9, and never smoke throughout high school will receive a $1000  scholarship upon graduation.  Each student who signs up would need to be sponsored by 3  teachers, a parent, and 2 friends, who after the 4 years of high school could confirm this person  has never smoked a cigarette.  I would also use school newspapers, and student radio stations  to promote this program in all high schools across Canada.   



What’s your reason? Swot Analysis Part one ‐ cross  canada tour 

Strengths   ‐campaign is different  ‐its interactive  ‐you can get  immediate feedback   

Weakness’s   ‐high cost   ‐lots of training  required  ‐students don’t usually  take speakers seriously  ‐students often skip  presentations  ‐lack of participate is a  possibility  

Opportunity’s   ‐ to expand, and go to  more schools  ‐expand until  elementary schools and  catch kids at a very  early age 

Threats   ‐other speakers that had  more impact than your  presentation 

Part two – social  media  

‐very inexpensive  ‐ lots of kids are using  social media and are  very aware of it  ‐the message can  come from many  different social media  outlets  ‐can provide  immediate feedback  ‐ can easily change,  and add information 

‐all kids might not  have computers  ‐ easy to look past and  avoid the message  

‐ to expand onto more  sites  ‐social media is growing  in popularity  

‐the internet is so vast we  have huge competition  for students attention  

Part three‐   campaign idea  leading to  scholarship 

‐lots of kids are  ‐ lack of participation   lacking cash for  ‐not everyone can win   school we are offering  them an incentive  ‐ get people more  directly involved  

‐more scholarships can  be added  ‐larger scholarships   

‐other scholarships might  be easier to receive  ‐ similar campaigns with  higher scholarship  amounts  

Part four –  Not smoking  through high  school program 

‐students need  scholarships, there is  incentive  ‐ it’s easy to do  ‐people might take it  more seriously  because money is  involved  ‐ many students can  participate and all  receive money 

‐to offer more money  later for students who  exceeded expectations  ‐ expand into an anti‐ drug campaign as well  

‐ some scholarships are  easier to obtain  ‐other scholarships may  offer more money 

‐lack of participation   ‐lack of truth  



Interview with Annie Boucher

Annie Boucher is a public relations entrepreneur and co-founder of Fuse Communications and Public Affairs based in Ottawa. Founded in 2001, Fuse Communications is a small two-man operation. This means Boucher needs to be a jack of all trades. She does everything from strategic communications to external outreach, from media relations to events planning, from conference planning to writing and editing in both French and English and that’s just the beginning. As a company with just two senior partners there aren’t separate people to talk to clients and to execute the client’s projects. Boucher gets to enjoy the entire process. She listens to clients thoughts, gives them advice, and brings their ideas to life. Boucher’s interest in the public relations field began as a child. She was born into a political family, and began to understand media at very early age. Growing up she was a self-proclaimed news junkie whose idol was Canadian broadcaster and news anchor Peter Mansbridge. Boucher went to the University of Ottawa and graduated with a B.A in Communications. This is where Annie learned the strategic thinking skills she needed to be a successful public relations practitioner. However, most of Boucher's training was on the job. It was this on the job training where she was able to develop critical thinking and analysis skills. In University, Boucher didn’t learn how to write a press release or how to write a radio ad it was practical training that taught her these skills. She learned a little by little, learning something new every day being in the field. Annie’s first job in communications was with the Ottawa General Hospital’s Public Affairs

office. After getting laid off from the hospital in the mid-90s, Annie began to network and meet with everyone she knew in the Ottawa area, getting her name out there as a public relations resource interested in learning about the business. She ended up networking her way into consulting roles with Bell Canada and the federal government, eventually taking a position in a start-up Ottawa-based PR firm where she managed a team of communications professional. When that firm collapsed along with the tech bubble in 2001, Annie started up Fuse Communications and Public Affairs with a business partner, Shawn Murphy. Boucher and Murphy started up Fuse Communications because they both knew it was the right time. They had gotten a taste of having their own business with the previous company they worked at and knew there was a need for a small consulting business in Ottawa. Boucher and Murphy knew they could make this business work, and both didn’t want to go back to having bosses.


Boucher attributes her success to her willingness to take on all sorts of work for all sorts of client, and her ability to ask the hard questions. She makes it her mission to get to the root of her clients goals, and works with them to determine what they want, what their objectives are, and how will it help their company. Communications supports an operation and Boucher makes sure she understands a company’s operation and digs deeper to find the true reason why they need to communicate. Honesty and telling clients what they need, even if it might not be what they want, is part of what makes Boucher a success. The advice Boucher would give to someone just starting out in public relations is to soak in as much knowledge as possible from the people around you. Everything you learn you will use eventually, see every task as an opportunity to learn new things, and be grateful to learn. In the future Boucher sees herself in much the same place she is now. She is so happy and Fuse Communications because she gets to everything she loves. She enjoys the challenges of her work and loves seeing the smile on her client’s faces.





Other music: ___________

*Christmas music* *bells* Announcer:

It’s that time of year again, Santa’s Parade of Lights is coming to Orleans! Santa wants to see you and your family on St. Joseph Boulevard on November 27th. Ottawa’s Firefighters will be collecting toys and money along the route. So don’t forget to bring along your loose change or a new toy for donation. Come out on November 27th at 6 p.m. for Santa’s Parade of lights. For more information check out .



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