Company: TD Bank
Innovation: TD’s Make it Better Video
Award Recognition: Honorable Mention
TD Bank Group’s video was the organization’s contribution to the “It Gets Better Project,” which was created to help remind teenagers in the lesbian, gay, bisexual, transgender (LGBT) community that they are not alone. The idea came from employees, who told the company this was an issue that mattered to them.
A collaboration between their LGBT employee network, Community Relations, Corporate and Public Affairs, Marketing, and vendor Q Media, the project was supported at the highest levels of the organization, including Group President and CEO Ed Clark. The video involves not only employees, but also their families, all of whom committed their time and courage to the project.
In the seven-minute piece, TD employees are joined by CEO Ed Clark, who wanted to add his voice to bring attention to the issues of bullying and harassment, which many LGBT youth face on a daily basis. The video was intended to connect with LGBT teens and potential allies to send a message of support.
TD’s participation was notable because it was the first major Canadian financial institution to add its voice to the project, which has compiled more than 50,000 videos that have been watched more than 50 million times.
In addition, TD has a long history of supporting the LGBT community, including sponsorship of Pride events and other LGBT events across North America.
TD’s participation garnered North American-wide positive earned media and the video won Best Diversity Communication at the 2012 Strategic Video Awards. The video generated hundreds of comments as well as more than 11,000 views on YouTube. Said one viewer: “The parents and friends in this video are so eloquent in their message of support and love … I wish my bank had done this. What a great project!”
We invite you to watch TD’s Make It Better video here: http://www.youtube.com/watch?v=1_agBfy70SU
