Canadian Tire's Shovel It Forward Encourages Kindness Among Neighbors
Alyson Wyers — February 16, 2015 — Social Good
References: shovelitforward & fastcocreate
The latest social media challenge intended to encourage charitable acts is the Shovel It Forward campaign from Canadian Tire. The branded initiative asks people all across Canada to shovel the driveways of their neighbors as an act of kindness this winter.
The Shovel It Forward challenge can be completed in six simple steps. The first is to bundle up and dress warmly (especially if you are choosing an especially frigid day to make a difference in your community). Next is to grab a shovel or snowblower and clear out your neighbor's snow. Canadian Tire is even dropping off branded shovels at random doorsteps to encourage the movement. If you're using one of these special #ShovelItForwarded shovels, leave it on a doorstep so someone else to pass the kindness along. Next, share on social media, again using the hashtag, and treat yourself for a job well done.
The Shovel It Forward challenge can be completed in six simple steps. The first is to bundle up and dress warmly (especially if you are choosing an especially frigid day to make a difference in your community). Next is to grab a shovel or snowblower and clear out your neighbor's snow. Canadian Tire is even dropping off branded shovels at random doorsteps to encourage the movement. If you're using one of these special #ShovelItForwarded shovels, leave it on a doorstep so someone else to pass the kindness along. Next, share on social media, again using the hashtag, and treat yourself for a job well done.
Trend Themes
1. Social Media Challenge - The Shovel It Forward campaign is part of the latest trend of social media challenges that encourage charitable acts.
2. Community Kindness - The Shovel It Forward campaign taps into the trend of promoting kindness within communities, particularly during winter.
3. Branded Initiatives - Canadian Tire's Shovel It Forward campaign showcases the trend of companies using branded initiatives to engage customers in charitable activities.
Industry Implications
1. Retail - The retail industry could take advantage of the Shovel It Forward campaign by offering special deals or discounts to customers who participate in similar community kindness initiatives.
2. Social Media - The social media industry can explore opportunities to support and amplify campaigns like Shovel It Forward by providing platform features or tools specifically designed for charitable challenges.
3. Non-profit - Non-profit organizations can collaborate with companies like Canadian Tire to launch their own branded initiatives that foster community kindness, creating win-win partnerships.
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