Karo Group is all about communication — and pro bono work is its raison d’être.
This interdisciplinary brand agency offers diverse services encompassing advertising and design, including print and Web campaigns. It also designs and creates inviting environments in retail and corporate spaces, with offices in Calgary and Vancouver.
You’d think all of that would keep the staff busy enough. But Karo believes in giving its time — more than $300,000 in billable hours annually — to non-profit organizations.
Karo has done pro bono creative work for non-profit and arts groups, including CKUA, One Yellow Rabbit, Ronald McDonald House and HomeFront, helping convey messages that might not otherwise be heard.
“Look at the not-for-profits, and [you’ll see] what they are in need of is one thing,” says Karo president Chris Bedford, “finding resources that better help tell their story
and articulate their message.”
For example, since HomeFront’s inception in 2000, Karo has helped spread a bold, in-your-face message through media and billboard campaigns.
Bedford isn’t exactly sure how the company’s philanthropy seed got sown, but he says it has certainly been a progression. He says Karo probably started lending a hand to corporate clients who were
working to make a difference in a worthwhile project and that type of effort continued on a regular basis.
Or, the lead may have come from inside Karo itself, with employees stepping up and offering the company’s services and assistance to a worthy cause. Employees are encouraged to get involved with a non-profit organization, with the company giving time off to anyone volunteering their hours to charity.
And now, the employee-led Karo Kaus is something the entire firm can get behind and support. Non-profit groups apply for
a share of the Kaus — $100,000 worth of pro bono branding and creative work, split evenly between Calgary and Vancouver.
This year was the inaugural year for the Karo Kaus and the Boys and Girls Clubs of Calgary and the Potluck Café Society of Vancouver are the beneficiaries.
While many advertising agencies do pro bono work, Karo is one of the few that actively seeks out the opportunity to give back to the community.
“They’ve always come to us,” says HomeFront executive director Kevin McNichol of Karo. “We haven’t gone hat
in hand. They come to us with ideas.”
Abbi M. Singh
For inspiring others with his young-at-heart effort
Parent Support Association
For its unique contribution to keeping parents' sanity
Simon Madhol Atem
For fighting for peace
Dr. Maria Eriksen
For giving, and giving, and giving
MEOW Foundation
For doing the most with the least
Peter Mauro
For sharing a love of music
The Pumphouse Theatres Society
For cultivating the arts
Paul Hagel
For being on board
The Alexandra Community Health Centre
For building a healthier community
Momentum
For providing a caring push
Child & Youth Friendly Calgary
For inspiring the next generation of A-Listers
Donna Kreese
For coordinating volunteers
First Calgary Savings
For being a small-but-mighty corporate leader
Jack Redekop
For Making the Family Leisure Centre a model of community-based sustainability
Sharon Moore
For focusing on people, not programs
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