WE Charity and the Problem with Charitainment

Of all the things that 2020 has brought forth, who possibly could have predicted that we would have seen one’s of Canada’s brightest stars, WE Charity, under a microscope. My next guest had a pretty good idea back in 2012 when she wrote her Masters thesis "Pomp and Circumstance: Communication Strategy, Charitainment and the Media Event in the Humanitarian Context" focusing on the communication strategies of WE Day, which won the Best Civil Society Thesis award in 2012 in Sweden. When WE Charity became a headline for all the wrong reasons this summer after the Liberal party awarded WE the administration of a payment program for the Canada Student Service Grant Program, a $900 million volunteer program, the opposition quickly raised questions about ties to the Trudeau family,. My next guest tweeted out her thesis and it instantly went viral. Meet June Findlay, a social media creative strategist based in Toronto and tipper of sacred cows.

Learn more about your ad choices. Visit megaphone.fm/adchoices