Race for Kids - Passing the charitable torch to Gen Y

Passing the charitable torch to Gen Y

5 Feb.2014
Boys and Girls Clubs of Canada appeals to Under 30s for Race for Kids rebranding

Toronto, ON – Boys and Girls Clubs of Canada (BGCC) is passing the charitable torch to a group of young, creative thinkers to engage a new generation in the organization’s annual Capital One® Race for Kids™ campaign. Capital One Race for Kids supports critical after-school programs and services for children and youth provided by local Boys and Girls Clubs.

“Gaining support and engagement from 25- to 40-year-olds is critical to the future and growth of Boys and Girls Clubs across Canada," explains Mathieu Chantelois, BGCC National Director of Marketing and Communications. "Harnessing the brain power of a group of smart, young marketing pros for our signature fundraising event is an exciting opportunity.”

The idea for this collaboration came about after Marketing Magazine announced 2013’s 30 Under Thirty. “I wondered how we could leverage our collective knowledge and experience for the service of a cause,” says Pascal Dessureault, Manager of Corporate and Public Affairs, TD Bank Group. Dessureault was recognized by Marketing Magazine one of smartest young thinkers in marketing today. “Well, I'm very glad to be bringing all this incredible talent together to see what we can do for one of the best youth-serving organizations in Canada."

Among those working with Dessureault on the advisory committee are Andrew Archer (Consultant), Kofi Gyekye (Little Room), Lauren O’Neil (CBC), Shelby Walsh (Trend Hunter), and Sarena Ally (Facebook). The advisory group is leading the long- and short-term development of the Capital One Race for Kids brand, including this year’s event, which is being held in 25 communities across Canada on May 31.  The committee has already visited a Boys and Girls Club and had its first brainstorming session. Stay tuned to see what this group can accomplish!

About Boys and Girls Clubs of Canada
Boys and Girls Clubs of Canada is dedicated to supporting and encouraging children and youth as they grow and develop. We are a national charity serving 200,000 young people in more than 650 locations across Canada. We listen to their opinions and ideas, applaud their accomplishments, lend support during their struggles and provide ways to explore their interests and talents.  With this encouragement they develop the confidence and sense of belonging that helps them succeed in school, form positive relationships and mature into responsible, caring adults. For over 110 years we have welcomed children, youth and their families into clubs that reflect the diversity of Canada in small and large cities, rural communities and First Nations Reserves. Visit www.bgccan.com and follow us at www.facebook.com/bgccan  and www.twitter.com/bgccan.

About Capital One Race for Kids
Boys and Girls Clubs of Canada’s national fundraising event is a return to the best adventures of childhood, embracing the carefree days of being a kid and bonding with teammates. Participants test their skills while raising funds for Boys and Girls Clubs across Canada. Teams of 4 in 25 communities will compete in a series of 10 checkpoint challenges as they race to the finish line. Checkpoints are designed to focus the mind and challenge the body. To learn more about Capital One Race for Kids, visit www.raceforkids.ca and follow us at  www.facebook.com/RaceforKids and www.twitter.com/RaceForKidsCan.

About Capital One
Located in Toronto, Ontario, Capital One has offered Canadian consumers a range of competitive MasterCard credit cards since 1996, when the company first introduced the Platinum MasterCard in Canada. Capital One Canada is a division of Capital One Bank, a subsidiary of Capital One Financial Corporation of McLean, Virginia (NYSE: COF). Capital One is committed to investing in youth in our communities through program investment and the skills and dedication of our talented associates.