The Give Agency and Sun Life Financial launch Toronto's biggest creative agency to help local charities

New initiative brings 150 top marketing and creative experts together for five days of good thinking for good things

HALIFAX/TORONTO, Jan. 10, 2017 /CNW/ - The Give Agency and Sun Life Financial Inc. (TSX: SLF) (NYSE: SLF) in association with the National Advertising Benevolent Society (NABS) Canada are joining forces to launch one of Toronto's largest creative agencies to help local charities for one week free of charge. For five days in February 2017, The Give Agency, Sun Life Financial and some of Toronto's top marketing and communications experts will come together to help community charities tackle some of their toughest marketing challenges.

Originally launched in Halifax in 2016 by industry vets Brian Hickling, Mike Maloney and filmmaker and strategist Chaz Thorne, The Give Agency empowers charities by providing them pro-bono ideas, strategies and tactics on everything from branding, marketing and communications challenges to events, strategic partnerships and more.

"We believe that great ideas can change the world which is why we founded The Give Agency," said Brian Hickling, Creative Director and Co-Founder, The Give Agency. "By tapping into top marketing and communications minds, we can deliver each charity with up to 100 new ideas they can use to ignite revenues, boost engagement and make their organizations more sustainable - all at zero cost. It's exhilarating. It's transformative. It's holistic. And most of all, it's fun."

Open from February 6 through to February 10, The Give Agency is a volunteer-based super team of Toronto's top talent in advertising, PR, social media and strategy. Each day, volunteer "Givers" work collaboratively with a different charity using a high-speed "barn raising" process that directly embeds the client into the curating and harvesting of creative solutions specific to their work.

"At Sun Life, we're focused on building sustainable and healthier communities where we all live and work," said Lisa Ritchie, Senior Vice-President & Chief Marketing Officer, Sun Life Financial. "That's why we're thrilled to bring The Give Agency movement to Toronto and empower people to join us as we make our communities brighter by giving these organizations the tools they need to shine. We look forward to working side-by-side with these industry professionals to support positive change."

Call for charities The Give Agency is now accepting applications from organizations that are interested in working with the industry's top talent. Charities are encouraged to visit www.theGiveAgency.ca to apply by January 20, 2017. Five non-profit organizations will be selected and each will work with The Give Agency for one day.

Call for volunteers The Give Agency is also accepting applications from marketing, advertising, communications and strategy rock-stars interested in donating one day of their time to collaborate and team up with other talented experts to make a difference. To apply, please visit www.theGiveAgency.ca/beagiver.html.

About the Give Agency Originally founded in Halifax by Brian Hickling, Mike Maloney and Chaz Thorne, The Give Agency is a social movement that provides top idea rock-stars in marketing, advertising, communications and strategy with a compelling way to put their skills to work for the community. Leveraging a unique marketing barn-raising process, the agency aims to deliver as much as 100 ideas in one day that help non-profits grow their revenues, boost engagement and enhance their sustainability - all free of charge. For more information, please visit www.theGiveAgency.ca.

About Sun Life Financial Sun Life Financial is a leading international financial services organization providing a diverse range of protection and wealth products and services to individuals and corporate customers. Sun Life Financial and its partners have operations in a number of markets worldwide, including Canada, the United States, the United Kingdom, Ireland, Hong Kong, the Philippines, Japan, Indonesia, India, China, Australia, Singapore, Vietnam, Malaysia and Bermuda. As of September 30, 2016, the Sun Life Financial group of companies had total assets under management of $908 billion. For more information please visit www.sunlife.com.

Sun Life Financial Inc. trades on the Toronto (TSX), New York (NYSE) and Philippine (PSE) stock exchanges under the ticker symbol SLF.

About NABS Canada NABS Canada is the only charitable group in the country set up exclusively to provide assistance to people in the communications and related industries who may need help due to illness, injury, unemployment or financial difficulties. NABS services include a national toll-free counselling HELPLINE (1-888-355-5548) and financial assistance, as well as personal and career counselling. NABS is supported 100% by the advertising and media industry, and has established chapters in B.C., Alberta, Saskatchewan, Manitoba, Ontario, and Quebec to provide services to all provinces.

Media relations contacts: Mike Maloney Co-Founder, The Give Agency T: 902-225-4989 thegiveagencypr@gmail.com

Alessandra Nigro Manager, Corporate Communications, Sun Life Financial T: 416-979-4884 alessandra.nigro@sunlife.com

SOURCE Sun Life Financial Canada



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