Cause Related Marketing Program
The Canadian Diabetes Association’s cause related marketing program provides companies with the opportunity to put their brand, marketing power and people behind the fight against diabetes.
We collaborate with corporations who have a solid history and strong brand image, and who would like to make a contribution that is significant and beneficial to the millions of Canadians living with diabetes.
Our cause marketing campaigns can vary in their scope and design, but the end result is always a win-win situation: companies increase their sales, the Association secures critical funding to help us support the delivery of our mission, and consumers know that a portion of their purchases is going directly toward an important cause.
The CRM Program Mark
The Canadian Diabetes Association has developed its own nationally symbolic mark to distinguish its cause marketing partnerships. This symbol echoes the blue circle symbol that was created by the International Diabetes Federation to signify the unity of the global diabetes community in response to the diabetes pandemic.
We currently offer two options for corporations to join our cause related marketing program:
Point of Purchase/Paper Icon
The CRM mark can be adapted for point-of-purchase programs for consumer retail settings. This usually takes the form of a paper icon, with the CRM mark on one side and information about diabetes and a call to action leading to the Canadian Diabetes Association website on the reverse. At the point of sale, a predetermined amount (for example, $1) is added to the total bill. Customers may take the symbol with them, or the retailer may choose to display the paper icons on a store wall or window. View paper icon
Retailers can use the CRM mark to distinguish themselves as a champion in the cause of diabetes and a supporter of the Canadian Diabetes Association. By displaying the CRM mark on product marketing materials, companies indicate to consumers that they are directly supporting the Association through the sales of a chosen product. In this case, consumers understand that the presence of the CRM mark represents a financial donation to the Association, and not an endorsement by the Association of any particular product.
This program is supported by supplementary materials, such as shelf-talkers and in-store posters.
To learn more about our cause related marketing program and how you can get involved, please contact us at