LGBT-focused charity Community One Foundation opens Integral House to the public for one last time before its sale in an exclusive evening hosted by Canadian comedian Carla Collins. 

TORONTO, ON – Weeks after the reported sale of Toronto’s celebrated and award-winning residence Integral House (194 Roxborough Drive, Rosedale), the Community One Foundation – an organization with grant and award programs dedicated to the development of LGBTTIQQ2S communities in the GTA – is excited to announce “Community One Presents an Evening at Integral House”. The event, happening on Saturday, November 19, 2016, will be the last publicly available event before the sale of the famous property.

“We’re so honoured to present such an exclusive and momentous event in one of Toronto’s most celebrated architectural wonders,” says Community One Foundation co-chair Kevin Ormsby. “James Stewart was a pillar of activism in our community, and we are eternally grateful for his contribution to both the LGBT community and the Community One Foundation.”

Community One is one of many charitable organizations receiving proceeds from the sale of Integral House, per the wishes of its owner and creator James Stewart, the late mathematician and textbook magnate. A longtime LGBT activist, Stewart planted roots in the community by invoking “gay rights activist George Hislop to speak at McMaster in the early 1970s, when the LGBT liberation movement was in its infancy, and was involved in protests and demonstrations until mathematics began to dominate his life.” (Daily Xtra, 2014).

A night not to be missed, the event will also be attended by many notable Canadians, including Hilary Farr of Love It Or List It, musician Simone Denny, designer David Dixon and many more.

The one-of-a-kind evening celebrates 36 years of important work the Foundation has achieved – including funding the beginnings of LGBT institutions like The 519 and Buddies In Bad Times Theatre – and will be hosted by 2015 California Comedian of the Year Carla Collins. Feature performances include Opera Atelier, Community One Foundation Rainbow Grant recipient Tessa Godden, and popular Toronto drag acts Sofonda Cox and Donnarama. In addition, the Foundation will announce the winner of their annual Steinert & Ferreiro Award, Canada’s largest single cash award in recognition of leadership in the LGBTTIQQ2S community.

A private VIP reception and home tour – conducted by one of the home’s architects, Bridget Shim of Shim-Sutcliffe Architects – will be held for donors and supporters at 6:00 p.m., followed by public access to the event at 7:30 p.m. Tickets can be purchased for $125 at http://bit.ly/c1integral. Proceeds from tickets will go towards the many grants awarded by the Community One Foundation.

For media accreditation, photos or interview requests, please contact: 

Cory Stewart | Embrace Disruption PR
p: 647.638.1586 | e: cory@embracedisrupKon.com

About Community One:
Established in 1980, the Community One Foundation provides grants to LGBTTIQQ2S community projects in the Greater Toronto Area, including Durham, Halton, Peel and York Regions, focusing on the areas of arts and culture, health and social services, and research and education. The Foundation also promotes community philanthropy through strategic partnerships such as the Bill 7 Award and the LGBT Giving Network.

Facebook: http://www.facebook.com/CommunityOneFoundation/
Twitter: @C1Foundation
Instagram: @C1Foundation
Hashtag: #C1Evening

Canada’s leading toy and juvenile retailer continues support of Starlight Children’s Foundation™ Canada’s programming to brighten the lives of ill children and their families.

 Edmonton, AB (October 20, 2014)- On November 18, 2014, an Edmonton-based Starlight child will participate in a 3-Minute Dash through the Toys“R”Us store at West Edmonton Mall (9908 170 Street NW) to snatch as much merchandise as possible within a three minute timeframe.

The 3-Minute Dash is donated by Toys“R”Us as part of their longstanding partnership with Starlight Canada and will take place in five cities across Canada: Edmonton, Montreal, Ottawa, Toronto and Vancouver. Participants were randomly selected from each province as part of a contest Starlight Canada held earlier this month. Applicants were asked to share the details of their care journey and submit them to their local Starlight programs coordinator for entry.

“Toys“R”Us, Canada’s ongoing commitment to our in and out-of-hospital programming is invaluable to Starlight,” says Starlight executive director, Brian Bringolf. “Special events like the 3-Minute Dash provide Starlight children with a chance to create much-needed positive memories away from the hospital, treatments and therapies.”

“Children have always been the focus of our charity work and Starlight continues to be a great partner for us as together, we share the goal of brightening the lives of seriously ill children when they need a reason to smile” says Kevin Macnab, President, Toys“R”Us Canada.  “Providing the Starlight children with an empty cart, and full reign of a Toys“R”Us store for 3 minutes, is the perfect escape from their hospital stay, as they race through the aisles and experience a fun and unique opportunity that they will never forget.  After events like these, it’s the joy on the children’s faces that motivate our employees to continue to raise funds and awareness for Starlight and towards making a difference in children’s lives.”

During the 16 year partnership, Toys“R”Us, Canada has raised over $12 million dollars for Starlight Canada. This year, in addition to the 3-Minute Dash, Toys“R”Us, Canada has helped to sponsor:

• 101 Hospital Grants (Montetary funding to support distractive entertainment for hospitalized children)
• 10,500 ER Admit Kits (A variety of care products for children and parents during unexpected hospital stays)
• 7,000 Baby & Toddler Fun Kits (Cuddly toys and games to distract very young children during unpleasant hospital stays)
• 10 Fun Centers (Mobile entertainment units featuring a Sharp AQUOS flat-screen television, a DVD player, a Nintendo Wii™ gaming system and a wide variety of Wii games)
• $150,000 in Great Escapes Sponsorships (A program that provides Starlight families with a chance to enjoy fun events together to create priceless memories, relax and then return home with a renewed sense of strength and hope)
• 100 Starlight Treasure Chests (A box filled with toys and surprises, used by children during appointments at the hospital or clinic)

For more information, media accreditation, photos or interview requests, please contact:

Cory Stewart

Embrace Disruption PR

cory@embracedisruption.com

o: 416.963.9857 c: 647.6381586

About Starlight Children’s Foundation Canada:

Starlight Children’s Foundation™ Canada is part of Starlight’s global network, serving kids and families through partnerships with more than 130 healthcare facilities. Over the past 30 years, Starlight has become a leading global charity that partners with experts to improve the life and health of kids and families around the world. Collaborating with innovators in pediatric healthcare, entertainment and technology, Starlight provides a unique blend of family-centered programs and services from hospital to home. Starlight partners with more than 1,750 healthcare facilities and pediatric hospitals in Australia, Canada, Israel, New Zealand, the United Kingdom and the United States, serving millions of children every year.

Website:     http://starlightcanada.org

Twitter:     @StarlightCanada         #StarDash

Facebook:     http://facebook.com/starlightcanada

About Toys“R”Us, Canada:

Toys“R”Us (Canada) Ltd., is part of Toys“R”Us, Inc., the world’s leading dedicated toy and juvenile products retailer. Toys“R”Us, Canada operates over 80 stores across the country. For store locations and convenient online shopping visit www.toysrus.ca or www.babiesrus.ca.

Canada’s leading toy and juvenile retailer continues support of Starlight Children’s Foundation™ Canada’s programming to brighten the lives of ill children and their families.

 Vancouver, AB (October 20, 2014)- On November 19, 2014, a Vancouver-based Starlight child will participate in a 3-Minute Dash through the Toys“R”Us store at Toys”R”Us Vancouver (1154 West Broadway) to snatch as much merchandise as possible within a three minute timeframe.

The 3-Minute Dash is donated by Toys“R”Us as part of their longstanding partnership with Starlight Canada and will take place in five cities across Canada: Edmonton, Montreal, Ottawa, Toronto and Vancouver. Participants were randomly selected from each province as part of a contest Starlight Canada held earlier this month. Applicants were asked to share the details of their care journey and submit them to their local Starlight programs coordinator for entry.

“Toys“R”Us, Canada’s ongoing commitment to our in and out-of-hospital programming is invaluable to Starlight,” says Starlight executive director, Brian Bringolf. “Special events like the 3-Minute Dash provide Starlight children with a chance to create much-needed positive memories away from the hospital, treatments and therapies.”

“Children have always been the focus of our charity work and Starlight continues to be a great partner for us as together, we share the goal of brightening the lives of seriously ill children when they need a reason to smile” says Kevin Macnab, President, Toys“R”Us Canada.  “Providing the Starlight children with an empty cart, and full reign of a Toys“R”Us store for 3 minutes, is the perfect escape from their hospital stay, as they race through the aisles and experience a fun and unique opportunity that they will never forget.  After events like these, it’s the joy on the children’s faces that motivate our employees to continue to raise funds and awareness for Starlight and towards making a difference in children’s lives.”

During the 16 year partnership, Toys“R”Us, Canada has raised over $12 million dollars for Starlight Canada. This year, in addition to the 3-Minute Dash, Toys“R”Us, Canada has helped to sponsor:

• 101 Hospital Grants (Montetary funding to support distractive entertainment for hospitalized children)
• 10,500 ER Admit Kits (A variety of care products for children and parents during unexpected hospital stays)
• 7,000 Baby & Toddler Fun Kits (Cuddly toys and games to distract very young children during unpleasant hospital stays)
• 10 Fun Centers (Mobile entertainment units featuring a Sharp AQUOS flat-screen television, a DVD player, a Nintendo Wii™ gaming system and a wide variety of Wii games)
• $150,000 in Great Escapes Sponsorships (A program that provides Starlight families with a chance to enjoy fun events together to create priceless memories, relax and then return home with a renewed sense of strength and hope)
• 100 Starlight Treasure Chests (A box filled with toys and surprises, used by children during appointments at the hospital or clinic)

For more information, media accreditation, photos or interview requests, please contact:

Cory Stewart

Embrace Disruption PR

cory@embracedisruption.com

o: 416.963.9857 c: 647.6381586

About Starlight Children’s Foundation Canada:

Starlight Children’s Foundation™ Canada is part of Starlight’s global network, serving kids and families through partnerships with more than 130 healthcare facilities. Over the past 30 years, Starlight has become a leading global charity that partners with experts to improve the life and health of kids and families around the world. Collaborating with innovators in pediatric healthcare, entertainment and technology, Starlight provides a unique blend of family-centered programs and services from hospital to home. Starlight partners with more than 1,750 healthcare facilities and pediatric hospitals in Australia, Canada, Israel, New Zealand, the United Kingdom and the United States, serving millions of children every year.

Website:     http://starlightcanada.org

Twitter:     @StarlightCanada         #StarDash

Facebook:     http://facebook.com/starlightcanada

About Toys“R”Us, Canada:

Toys“R”Us (Canada) Ltd., is part of Toys“R”Us, Inc., the world’s leading dedicated toy and juvenile products retailer. Toys“R”Us, Canada operates over 80 stores across the country. For store locations and convenient online shopping visit www.toysrus.ca or www.babiesrus.ca.

Two Seriously Ill Brothers Help Create Teddy Bear To Raise Funds For Charity

Brothers Matteo and Nicco are newest designers of Starlight Children’s Foundation™ Canada’s 6th collectible bear, “Hiya”.

TORONTO, ON (November 25, 2014) - Starlight Children’s Foundation Canada in collaboration with Toys“R”Us Canada is proud to release their 6th Limited Edition Collectible Starlight Bear, Hiya. Designed by brothers Matteo and Nicco, Hiya is sold in Toys“R”Us and Babies“R”Us stores across the nation. A portion of Hiya’s sales will fund Starlight’s in and out-of-hospital programs, brightening the lives of seriously ill children across Canada.

Both brothers, Matteo (five years old) and Nicco (three years old) have been battling cancer. At 16 months old, Matteo was diagnosed with the rare form of bladder cancer, Rhabomyosarcoma. During Matteo’s 3.5 years of treatment (resulting in the removal of his bladder and prostate), his brother Nicco was diagnosed with Acute Lymphoblastic Leukaemia. Nicco now begins his chemotherapy treatment with Matteo by his side in remission.

Matteo, Nicco and their family bonded over the creation of the 2014 bear. Hiya is the name of Matteo and Nico’s favourite blankey; a double sided cozy and warm blanket they take everywhere.  The bear was crafted to feel just like that same blankey, and named after a term their grandmother uses meaning “sleepy sleepy”. The brothers included a gold and purple ribbon on the bear’s foot, representing childhood cancer awareness, and the fight of thousands of other children living with life threatening illnesses.

“The Starlight bear provides the opportunity to share stories of strength and courage with our supporters across the nation,” said Starlight executive director, Brian Bringolf. “We feel honoured to share Matteo and Nico’s moving story through our important and meaningful partnership with Toys”R”Us Canada.”

With the support of both employees and customers, Toys“R”Us Canada has raised over $12 million dollars for Starlight in the last 15 years.

Starlight Children’s Foundation Canada’s collectible bear Hiya is $14.99 and available in Toys“R”Us and Babies“R”Us stores across Canada and online at http://bit.ly/hiyabear

For photos of Hiya, the brother designers and their family, please follow: http://bit.ly/hiyaphotos

For more information, photos or interview requests, please contact:

Cory Stewart | Embrace Disruption PR

p: 647.638.1586 | e: cory@embracedisruption.com

About Starlight Children’s Foundation Canada:

Starlight Children’s Foundation™ Canada is part of Starlight’s global network, serving kids and families through partnerships with more than 130 healthcare facilities. Over the past 30 years, Starlight has become a leading global charity that partners with experts to improve the life and health of kids and families around the world. Collaborating with innovators in pediatric healthcare, entertainment and technology, Starlight provides a unique blend of family-centered programs and services from hospital to home. Starlight partners with more than 1,750 healthcare facilities and pediatric hospitals in Australia, Canada, Israel, New Zealand, the United Kingdom and the United States, serving millions of children every year.

Website: http://starlightcanada.org

Twitter: @StarlightCanada             #Hiya

Facebook: http://facebook.com/starlightcanada

YouTube: http://youtube.com/canadastarlight

About Toys“R”Us, Canada:

Toys“R”Us (Canada) Ltd., is part of Toys“R”Us, Inc., the world’s leading dedicated toy and juvenile products retailer. Toys“R”Us, Canada operates over 80 stores across the country. For store locations and convenient online shopping visit www.toysrus.ca or www.babiesrus.ca.

For the past 30 years, Starlight Children’s Foundation Canada has been dedicated to brightening the lives of children with serious illness or life-altering injury. Starlight provides programs both in-and-out of hospital supporting the child and family from hospital to home.

We are thrilled to share that Starlight Children’s Foundation Canada is presenting the 1st annual Tea And Tiaras this November 2, 2014, at the Royal York Hotel. It will be an afternoon where “high tea meets high fashion,” and guests can enjoy gourmet treats and custom-blended teas from executive Chef Collin Thornton.

Hosted by Breakfast Television Toronto’s Jennifer Valentyne, attendees will be entertained by a live fashion show from retailer RW & CO, along with live and silent auctions, and access to an array of beauty products at the Beauty Corner. Come out to support an amazing charity and enjoy and afternoon of tea and fashion.

All-inclusive tickets are available for purchase for $80 per person or $600 for a table of 8 guests. For more information and to purchase tickets please see details at www.teaandtiaras.ca.

Starlight Children’s Foundation™ Canada invites families to take the ‘ride of their lives’ at 2nd Annual Drive For Smiles

MONTREAL, QC (August 28, 2014) – On September 21, 2014, hundreds will gather at Circuit ICAR  (12800 Henri Fabre) in Mirabel, Quebec to participate in The UPS Store’s 2nd Annual Drive For Smiles benefiting Starlight Children’s Foundation™ Canada. The event will provide an opportunity for Starlight families to enjoy a fun-filled day on the track, while interacting with luxury cars and participating in a variety of distractive entertainment.

Highlights of the day’s activities include a parade procession of luxury vehicles, followed by Starlight children experiencing the thrill of a lifetime on the Circuit ICAR track. After lunch, families will be invited to take a ride on a helicopter, try their hand at the 1 km go-karting track or watch as drivers show off their best moves on the track.

“We’re so grateful to The UPS Store for assisting us in providing these children and families with an escape from their everyday health concerns,” says Starlight executive director, Brian Bringolf. “Events like Drive For Smiles help families enjoy a day out without the stress of planning, organization and cost.”

Starlight’s mission to provide distractive entertainment spans from hospital to home, by providing programming such as Starlight Escapes (holiday parties, movie premieres), Day Brighteners (unexpected outings), Fun Kits (child essentials for unexpected hospital stays) and Fun Centers™ (equipped with a dvd player, Nintendo Wii, games and movies) for seriously ill children and their families.

“Starlight understands what families go through when a child is sick, and how important it is to find relief from constant worry and isolation,” says event chair Larry Plotnick. “Their programs, such as Drive For Smiles, are designed to distract children from their pain, help them better understand and manage their illnesses, and connect families who are facing similar challenges so they never feel alone. Those who have the ability to donate their luxury cars are just as enamoured with the event as the children. Spending time with these amazing kids in an intimate environment is truly a life-altering experience.”

Also taking place on the Circuit ICAR track, Starlight families will participate in a “Walk For Smiles”. The annual fundraising walk provides children with the unique chance to give back to the foundation. General public is able to contribute to families participating in Walk For Smiles via online donation at http://www.walkforsmiles.ca.

To participate or sponsor the 2nd Annual Drive For Smiles, please visit http://www.driveforsmiles.ca.

For more information, media accreditation, photos or interview requests, please contact:

Cory Stewart

Embrace Disruption PR

cory@embracedisruption.com,

o: 416.963.9857 c: 647.638.1586

About Starlight Children’s Foundation Canada:

Starlight Children’s Foundation Canada is part of Starlight’s global network, serving kids and families through partnerships with more than 130 healthcare facilities. Over the past 30 years, Starlight has become a leading global charity that partners with experts to improve the life and health of kids and families around the world. Collaborating with innovators in pediatric healthcare, entertainment and technology, Starlight provides a unique blend of family-centered programs and services from hospital to home. Starlight partners with more than 1,750 healthcare facilities and pediatric hospitals in Australia, Canada, Israel, New Zealand and the United Kingdom and the United States, serving millions of children every year.

Website: http://www.starlightcanada.org/

Twitter: @StarlightCanada #DriveSmiles

Facebook: http://facebook.com/starlightcanada

Youtube: http://youtube.com/canadastarlight

About The UPS Store:

The UPS Store in Canada is a network of over 360 independently owned and franchised locations providing convenient and value-added business services to the small-office/home-office (SOHO) market, corporate “road warriors,” and consumers.

Website: http://www.theupsstore.ca

Twitter: @TheUPSStore_CAN

Facebook: https://www.facebook.com/TheUPSStoreCA

On August 20, 2014 VOCAB Communications will be hosting Meet Me In Africa, an artist showcase to raise funds for an orphanage in Africa. While on a media trip in Arusha, Tanzania, VOCAB founder Chrissy Newton was introduced to the children at Mama Jane’s Orphanage. Her emotional connection to these kids has inspired efforts to provide them with an environment that is safe, nurturing and educational.

This philanthropic project will focus on construction and education, with this year’s goal being to build an outdoor kitchen and a wooden fence. All proceeds from Meet Me In Africa will go directly to the orphanage to aid with the development of their infrastructure, including but not limited to hiring local tradesmen.

Meet Me In Africa will take place at Speakeasy 21 and will be hosted by Taylor Kaye (KiSS 92.5) and Nana Aba Ducan (Radio 2 Top 20 at CBC), and will feature performances by JUNO nominated Alysha Brilla, iSH with DJ Sanga Genesis, Melissa Bel, Craig Stickland, and Broken Sons, as well as a special appearance by JUNO winner Jully Black.

Join in on the event by purchasing tickets here.

Organization Plans Star-Studded Fundraising Event Fit for a Queen

TORONTO, ON (February 25, 2014) – Starlight Children’s Foundation Canada is proud to announce the return of their annual Fundraising Gala on April 5, 2014 at Toronto’s Fairmont Royal York (100 Front St. West). The 19^th annual Starlight Gala will be hosted by the “Queen of Comedy”, Carla Collins, and is presented by Toys“R”Us and Babies“R”Us Canada.

Beginning at 5:30 p.m., over 700 guests will enter a fully transformed venue, fashioned to mirror the evening’s theme, London, Calling! Complete with ‘royal’ influences, programming will include dinner, silent and live auctions and a selection of top Brit-themed entertainment.

“Our Gala continues to be one of the most important fundraising initiatives that we host throughout the year,” said Starlight executive director, Brian Bringolf. “It offers the unique opportunity to gather sponsors, donors, volunteers and Starlight families under one roof to celebrate the work that we do.”

(Gala host, Carla Collins) 

Celebrities scheduled to attend include: recording artists Matt Dusk and Karl Wolf, Love It Or List It’s Hilary Farr, supermodel Stacey McKenzie, YTV’s Next Star judge Mark Spicoluk, KiSS 92.5′s Taylor Kaye, PROUD FM’s Mike Chalut, cast members from television shows such as Murdoch Mysteries and The Listener, along with many other notable Canadians.

Starlight Canada is pleased to welcome an extensive group of new and returning sponsors in support of their 19th annual Gala. Supporters include: Presenting Sponsor, Toys”R”Us and Babies”R”Us Canada; Diamond Sponsors, Great Blue Heron Charity Casino and Delmar International; Gold Sponsor, Bloom Lanys Professional Corporation; and Silver Sponsors, Playtex, Hillberg & Berk and Corus Entertainment.

“Toys“R”Us Canada has sponsored Starlight Children’s Foundation for 16 years because we truly believe that it makes a difference in children’s lives,” said Kevin Macnab, president of Toys“R”Us Canada. “One parent, whose 3-year-old daughter was in the hospital, wrote us and said, ‘The Starlight Fun Room, with its arts and crafts area, replaced Helena’s tear-stained cheeks with smiles and glitter.’ It is stories like Helena’s that inspire us to sponsor the Starlight Gala and motivate our employees to raise funds and awareness for Starlight throughout the year.”

Since its inception in 1995, the Starlight Gala has raised over $5,000,000 dollars, making it one of the foundation’s largest sources for fundraising. Tickets for this year’s event can be purchased online by visiting http://www.starlightmatters.com.

(Photo from last year’s 18th annual Starlight Gala)

For media accreditation, photos or interview requests, please contact:

Cory Stewart | Embrace Disruption PR,

p: 647.638.1586 | e: cory@embracedisruption.com

About Starlight Children’s Foundation Canada:

Starlight Children’s Foundation™ Canada is part of Starlight’s global network, serving kids and families through partnerships with more than 130 healthcare facilities. Over the past 30 years, Starlight has become a leading global charity that partners with experts to improve the life and health of kids and families around the world. Collaborating with innovators in pediatric healthcare, entertainment and technology, Starlight provides a unique blend of family-centered programs and services from hospital to home. Starlight partners with more than 1,750 healthcare facilities and pediatric hospitals in Australia, Canada, Israel, New Zealand, the United Kingdom and the United States, serving millions of children every year.

Website:       http://starlightcanada.org

Twitter:          @StarlightCanada         #StarlightMatters

Facebook:    http://facebook.com/starlightcanada

YouTube:       http://youtube.com/canadastarlight

About Toys“R”Us, Canada:

Toys“R”Us (Canada) Ltd., is part of Toys“R”Us, Inc., the world’s leading dedicated toy and juvenile products retailer. Toys“R”Us, Canada operates over 80 stores across the country. For store locations and convenient online shopping visit www.toysrus.ca or www.babiesrus.ca

About Great Blue Heron Charity Casino:

The Great Blue Heron Charity Casino, located in scenic Port Perry Ontario, first opened its doors in 1997 and has steadily developed into one of Ontario’s premier casino destinations. With 550 exciting slots, 60 thrilling table games and award winning dining, the Great Blue Heron Casino is the closest casino to Toronto. The project is operated by a partnership consisting of Casinos Austria International, the Steiner Group and Sonco Gaming Inc. on behalf of the Mississauga’s of Scugog Island First Nation and OLG.

About Delmar International Inc.:

Delmar consists of roughly one thousand professionals working in 40 locations throughout North & South America, Mexico and Asia.  THE DELMAR GROUP today provides a variety of supply chain related services including; Customs Brokerage, Freight Forwarding, ground services, warehousing & distribution, as well as consulting and cargo management technology solutions.

(Source)

Paula Deen had a quick fall from grace in 2013. The once lovable, southern-cooking mom admitted to using inexcusable racist language while on the stand during a court appearance. The fall out began almost immediately. She was dropped from her long-standing gig on the Food Channel and lost countless sponsorships. We’re not even going to touch the horrifying public apologies. Needless to say, our job as PR professionals is to find opportunities to assist with image rehabilitation.

Here are 5 action items we think Paula Deen and her team need to embrace in 2014:

1. Start from the Beginning 

Remember what made Paula Deen famous in the first place? In light of all of the recent controversy you might have forgotten. As a reminder, it was her over the top personality and home style recipes. Society needs to be reminded why we fell in love with this Southern belle when her face first graced the television screen. Ms. Deen has her hands in so many projects from cookware to restaurants to live events; maybe it is time to narrow the focus and regroup.

2. Focus on Giving Back

Associate with a charity that has some personal meaning. Paula’s charity, The Bag Lady Foundation is mentioned briefly on her website, but we’d advise her to find a charity that is external from her brand. Focusing on lending her name and time to an organization like the Heart & Stroke or the Diabetes Association (and not just announcing a monetary pledge as she did in 2012) would be a great starting point.

3. YouTube is your New Best Friend

We know Paula Deen isn’t going to be picked up by a network anytime soon, but luckily for her (with today’s technology), she can be a publisher of her own content. The YouTube Channel now functioning for Ms. Deen could use some brushing up. We would recommend a publishing schedule of 3 themed videos weekly, consisting of 5 minute recipes and tips — with Paula in the picture talking direct to camera. The tone should resemble that of the show America came to love back in Paula’s beginning days. Comments need to be monitored and attention to detail on this platform is crucial.

4. Contribute an External Weekly Online Column

Now, we are not talking an opinion-based column, but one focused on the core of Paula Deen: recipes. This column will allow the public to get used to seeing her name again in a non-invasive way. Her YouTube episodes should be embedded into the column, helping to generate reciprocal traffic and acquire subscribers to her channel.

5. Acknowledge Mistakes and Move On

The past is the past, and everyone does make mistakes. The severity of using such offensive language isn’t something the public should ignore, but everyone should be given the chance to correct their wrong doings. If the controversial topic is revisited during any of Paula’s upcoming media engagements (which it will be), she needs to clearly state that she is sorry for her mistakes and move on. No dancing around, no pointing the blame — just a clean-cut sincere apology, and on to the next topic.

The underlining factor here is deciphering whether or not the public is ready to embrace the thought of allowing Paula Deen back into the public eye. Only time will tell what fate lies ahead for Ms. Deen, but one thing is for sure: if she wants to come back, she’ll have to do the work — and rightfully so.

Stay tuned for next week’s Lance Armstrong tips!

From Beyonce to Vine, we certainly had a lot to say in 2013. As an ode to the year gone by, we wanted to share some of our top articles. Check out the top 10 below:

1. Just Ask Beyonce: Why Traditional Publicity Is On The Way Out 

2. How Mayor Rob Ford Could Have Saved Face During “Crack-Gate”

3. Our Top 10 Halloween Costume Predictions For 2013

4. 10 Steps To Eliminating That Pesky Writer’s Block

5. A Vine Love Story: Curtis Lepore and Jessi Smiles

6. How To Pick The Best PR Agency For Your Business

7. Making An Impact: How A Charity Or Non-Profit Can Benefit From Public Relations

8. The Benefits Of Hiring A Boutique PR Firm Or Agency

9. How Diverse Is Your PR Language? Check Out The Most Overused Words

10. 9 Quick Tips For Aspiring PR Pros

When it comes to brand awareness and fundraising, charities and non-profits are faced with a daunting task these days. We’re seeing a shift in the demographic of donors, making it extremely important to target new audiences in order to expose them to organizations they may not be aware of.

In today’s congested world of advertising, it’s hard to make noise among a sea of ads and direct mail campaigns: geared to draw interest and new supporters. Younger generations aren’t taking the time to read through the extensive materials an organization puts together, and they’re certainly not consuming content in traditional ways. It’s important to embrace the disruption happening within this market, and one way to do so is with effective public relations.

PR is often considered an add-on to non-profit campaigns, as many organizations have not had a chance to see its true effectiveness. Having worked recently with organizations like The Starlight Children’s Foundation and Pants Off For Prostate Cancer (click to see image galleries of events EDPR assisted with), we at Embrace Disruption PR have a firm grasp on how to execute a strong non-profit PR campaign.

Here are a few of the PR tactics we use to build awareness for non-profits in order attract a new wave of donors and supporters:

Publicity

Perhaps the most traditional of tactics, publicity can help get your organization in top tier news outlets. Whether it’s to publicize an upcoming event, or shed light on a touching story – PR firms and agencies can assist in getting you on your market’s top television shows, newspapers and magazines. It’s important to note: publicity doesn’t end with securing stories in traditional outlets, it should be inclusive of blogs and other content sources. In today’s landscape, fewer and fewer people are consuming content in it’s physical format – they’re looking online. Think about your research habits – you’re more likely to examine topics that matter to you through online tactics like search engines, blogs/websites and social media, right? That brings us to our next approach.

Social Media

Building meaningful relationships with like-minded influencers and supporters online can prove to be invaluable. It’s probable that many of your supporters are already actively online, talking about your brand or cause. You should be part of the conversation too – always go where your audience is. PR firms can use their established relationships with influential people online, and also build new relevant relationships to help promote and publicize your organization in one of the world’s most digestible content formats. Remembering that the exposure rate for social networking can be endless, having a strong social strategy and presence can be detrimental to building your organization’s awareness.

Blog

If your organization (or PR firm) isn’t blogging regularly, they should be. What better way to control your messaging and communicate to audiences beyond your traditional reach. Showing up in search engines more prominently with quality content can make the difference between a new donation, ticket purchase or even volunteer (elements non-profits can’t ever have enough of).

Sponsorship & Partners

Oftentimes, PR agencies and firms represent or know a variety of businesses that are actively looking for ways to align themselves with charities or non-profits that are meaningful to their organization. Finding opportunities to create special benefits, in-kind donations, sponsorships, conferences, races, galas, and contesting are definitely within the realm of a PR firm’s abilities.

Ambassador Campaigns

Another fantastic addition to your public relations efforts includes securing notable individuals and celebrities to act as spokespeople for your non-profit organization. Most PR firms have strong relationships with talent and talent management, which allows them to identify perfect matches for your publicity engagements or public service announcements. PR pros will often find opportunities to place these spokespeople within media (both traditional and non), as well as in speaking engagements and at events.

With millions of impressions garnered through traditional and non-traditional PR tactics, we’ve managed to build out incredible campaigns for our non-profit clients. If you’d like to chat more about what we can do for your organization, please don’t hesitate to send us an email or call us at (416) 963.9857 – we are based out of Toronto and our reach is nationwide.

Internet sensation and writer of the viral hit song, ‘Clouds’, Zach Sobiech, passed away while surrounded by friends and family in his home last Monday morning.

“I want to be remembered as a kid who went down fighting, and didn’t really lose.” These were the last words Zach, 18, left us with at the end of a documentary that chronicled his last days of battling terminal bone cancer. At 14, he was diagnosed with Osteosarcoma, a rare type of bone cancer usually developing in teenagers. After completing his chemotherapy, a CT scan revealed additional tumours in his pelvis and both of his lungs. The cancer had spread and in May 2012, Zach was given six months to a year to live.

With his promising life abruptly cut short, Zach turned to music to leave his print and to give his friends and family something to hold onto when he couldn’t be with them anymore. ‘Clouds’ was written and uploaded onto Youtube last December. In five months, Zach’s song has touched more than 4, 000, 000 people worldwide. He said, “My closure is to get my feelings into these songs so they can have something to remember me by or lean on when I’m gone.”

On his birthday earlier this month, a documentary, entitled ‘My Last Days: Meet Zach Sobiech’, was released on Youtube as part of an online series by Soul Pancake. It features Zach, interviews with his friends, family and himself, and how he spent his remaining days. In the 20-minute film, Zach shared his passion for music, his lust for the Nissan GT-R, and his love for those around him. He was also surprised with the cobalt-blue Nissan on his driveway and a collaboration video by celebrities like Jason Mraz, Colbie Caillat, Anna Faris, who joined for a cover of ‘Clouds’. He spent the last remainder of his days finding peace, reassuring his family he would be okay and dreaming of marrying his girlfriend, Amy, who he said he will “love to death” because he would “literally,” do that.

In the past year, Zach worked to raise awareness for Osteosarcoma and fundraise money for research. A Zach Sobiech Osteosarcoma Fund has been set up to give hope to those still battling the cancer. Proceeds from ‘Clouds’ and his other works will continue the fund the same cause. Let’s take a moment to remember Zach Sobiech’s lively spirit and desire to live when faced with an inescapable end.

“I want everyone to know you don’t have to find out you’re dying to start living.” – Zach Sobiech (1995-2013)

SOURCES

http://globalnews.ca/news/579913/tributes-to-zach-sobiech/

http://www.billboard.com/articles/news/1563117/zach-sobiech-terminally-ill-singer-who-channeled-his-story-into-clouds-passes

http://www.freep.com/article/20130522/NEWS07/305220035/Zach-Sobiech-Clouds

http://hollywoodlife.com/2013/05/21/zach-sobiech-song-clouds-cancer-death/

http://www.people.com/people/article/0,,20679770,00.html

Giving is as Easy as a Scan & Tap

To raise awareness, eBay set up a pop-up shop at the intersection of 9^th and 14^th St in NYC this past week- where the public was invited to visit and browse a small selection of toys available to be donated. At the pop-up, members of the eBay team were on hand supplying free hot chocolate while showing consumers how to easily scan the QR codes associated with each gift. The donor has free reign over the type of toy donation they make to Toys of Tots, being able to pick the gender, age range & price point of the toy to be donated. The toy donations are then shipped out to children in need.

Everyone Can Get in on the Action

Let’s face it: not everyone has an smartphone (or lives in NYC), so in order to reach their goal, eBay has also set up a webpage for users to donate in the same fashion as the app. The webpage also facilitates easy sharing via social networks, assisting eBay in reaching the largest audience possible.

Everyone is familiar with the concept of a toy drive, but the logistics on such a project can be difficult and overwhelming. eBay has taken holiday giving to the next level making it just a little easier for everyone. Any time, any place, people can donate and make a difference. Even better, eBay delivers the toy to where it needs to be in remarkable time, often in an hour or less. Their goal this year is 25,000 toys (with toy matching donations being made by eBay).

What do you think: will mobile help boost consumer awareness and drive charity focused purchase conversions in the future? Sound off in the comments!