Royal Canadian Legion / HomeEquity Bank: Orders of sacrifice 

Royal Canadian Legion, a non-profit Canadian ex-service organisation, and HomeEquity Bank, a chartered bank, worked together to launch World War II-era rations kits to encourage young people in Canada to support their veterans.

Campaign Summary

As Canada's only bank devoted exclusively to seniors, HomeEquity Bank has long supported the Legion National Foundation, Canada's largest charity for veterans. But as the two world wars have faded from living memory, the Legion's mission has become more difficult.

To renew the connection between young Canadians, their history, and the veterans who were there, we introduced Orders of Sacrifice. On the day before Remembrance Day, in partnership with DoorDash, we offered authentic World War II-era rations kits for delivery, with proceeds going to support veterans.

Despite a media budget of just $3,500, the campaign earned more than...

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