Jumpstart is Canadian Tire’s charity that helps kids across the country get into organized sports. As noble as the cause is, when it came to asking for donations, enabling play rarely seemed as much of a priority to customers compared to other charities. So we positioned Jumpstart as more than just a charity that helped kids get into sports, but one that helped kids learn invaluable life skills that empower them to become contributing members of society. Our campaign opened the aperture by articulating Jumpstart’s bigger purpose – equipping kids for life. It has contributed to Jumpstart’s impressive growth.