Context
HomeEquity Bank (HEB) is the only financial services company in Canada exclusively serving seniors. In 2021, The Legion National Foundation, HEB’s Corporate Social Responsibility partner, was looking to raise awareness and drive donation support for war veterans.

Since the end of the First World War, November 11th has been a day to honour veterans around the world and to raise funds to support veterans in need. However, the “Remembrance Day” tradition has begun to fade in Canada among younger generations who lack a connection to war. With awareness and donations on the decline, we wanted to demonstrate support and help drive an increase in donations for the Legion.

Idea
Leverage the convenience of modern life to highlight the hardship of life in the trenches.

Results
Orders of Sacrifice immediately drew attention to Canadian veterans and their experiences. Despite a media budget of only $3,500, the campaign generated significant broadcast and online media coverage across Canada and helped raise significant funds for veterans.

● Over 5.4 million earned media impressions, including Toronto Sun, Global News Toronto, and CHUM 104.5.
● Breakfast Television Toronto aired an extended seven-minute segment featuring the kit and its goals.
● Influencer content created for Instagram created additional reach of over 107,000.

As part of HEB’s Remembrance Day activities, Orders of Sacrifice contributed to the Legion raising over $458,000 in individual donations for veterans and their families