Lisa Mack of TELUS Shares the Strategy Behind the Let’s Make Campaign

Canadian national telecommunications company, TELUS, recently launched a new campaign that reflects a bold new look aligned to its new social mission - let’s make the future friendly.

This campaign highlights TELUS’ core areas of impact - including Health, Agriculture, Sustainability, Community and Connectivity - while demonstrating tangible examples of how it’s driving positive impact and meaningful social change by leveraging its technology for good.

Some of these tangible efforts include a significant investment of $4B to help make access to healthcare easier, as well as improving the global food system through TELUS Agriculture.

TELUS has also announced a goal to use 100% renewable energy by 2025, and a commitment to be zero-waste and carbon neutral by 2030. The Let’s Make the Future Friendly campaign aims to bridge digital divides by connecting remote and marginalized communities to make tech accessible for all.

Emma Whiten, Editor of Marketing News Canada had the opportunity to sit down with Lisa Mack, Vice President of Brand Marketing at TELUS, and ask her some questions about the campaign.

What was the strategic direction behind this campaign?

For our Let’s Make campaign, we are leaning into our original master brand strategy and leading with our purpose, while leveraging all of TELUS’ strategic areas of impact, including Health, Agriculture, Sustainability, Communities and Connectivity. This campaign not only elevates TELUS’ leadership as a purpose-driven organization, showcasing all that TELUS is doing to drive positive impact but also serves as a call to action to join us in creating a friendlier future for all.

With Let’s Make, we’re bringing to life, and putting meaning behind, our brand promise ‘Let’s make the future friendly’. We’ve led with our purpose for the last two decades, using our global-leading technology to answer some of the world’s most pressing social challenges, helping make the world a better place.

How has TELUS used marketing tactics to move the needle against TELUS’ communications objectives?

We want to make it unmissable to do business with TELUS without understanding the good we’re doing for our communities. Through Let’s Make, we are leaning further into our master brand strategy, leading with our purpose, and telling that story on a mass level. This campaign serves as an important anchor point for our product campaigns as we continue to deepen the connection between product and purpose while establishing our five core areas of impact:

• Enabling human connections
• Revolutionizing healthcare
• Giving back
• Transforming our food system
• Leading in sustainability

We are also continuing to focus on harnessing the power of our team members to amplify our purpose, ensuring it is both meaningfully and authentically infused at every customer touchpoint. When a company has a strong purpose, people are four times more likely to continue doing business with and trust the company, and almost five times more likely to recommend the company to their friends and family.

How has TELUS transformed from a Vancouver-based telco into a global technology company?

TELUS is a leader in social capitalism and has been steadfast in its commitment to leveraging our technology to help make the world a better place. We believe that good business and doing good go hand-in-hand. From investing in farm-to-fork sustainable food production to revolutionizing healthcare to enabling human connection through the building of our world-leading fibre and wireless networks, we’ve seen firsthand what’s possible when we invest in our communities and leverage our global-leading technology for good. Ultimately, leading with purpose and compassion, in all aspects of our business, has enabled us to grow into the global technology leader powerhouse we are today.

What are the driving positive impacts of this campaign?

Through Let’s Make, we want to show Canadians the positive impacts we are driving in communities, not only across the country but around the globe. From transforming healthcare and making our food supply more sustainable to reducing our environmental footprint and connecting Canadians in need, we’re continuing to lead with our purpose, prioritizing the wellbeing of our communities. With Let’s Make, we’re further establishing TELUS’ role as a social purpose-driven company that sees doing good and good business as mutually inclusive. Our commitment to doing good in our communities continues to elevate our corporate reputation and drives a significant competitive advantage for TELUS.

To learn more about Lisa Mack and TELUS' commitments, visit telus.com/purpose