Karo Kaus

KARO KAUS

Over the last year I've been working at Karo Group, a multi-disciplinary creative agency. Soon after I began working there I learned about Karo Kaus, Karo's CSR initiative. Karo Kaus is two $100,000 creative services grants given to one well deserving non-profit in Calgary and Vancouver. The money is distributed over a two year period and is used to provide any of the services Karo provides.

The Kaus begins with a call for participants that lasts two months. Applications and references are checked, and the top 10 applicants in each city are chosen for an interview with the Kaus panel. From there, the panel deliberates and chooses a winner, and so begins the two year relationship with Karo Group.

Becoming a Kaus winner is similar to dressing for success. First impressions are vital to the success of anyone entering the work force, and the same goes for non-profits trying to gain credibility with their brand. A re-brand can breathe new life into a non-profit, who usually don't have the funds to effectively brand the first time. As well as a re-brand, Karo will create a communications structure that allows the non-profits to use their brand across all mediums - a new web-site, brochures, a small ad campaign, public relations or any combination of the aforementioned.

Previous recipients of the Kaus have went on to great success with their new campaigns. As a secondary benefit, Karo has also won some awards for their various Kaus campaigns.  Below is some of the creative work done for past recipients.


Union Gospel Mission was the recipient of the 2010 Vancouver Kaus grant.
http://tinyurl.com/3bxbl38


Kids Cancer Care was the recipient of the 2012 Calgary Kaus Grant.
http://www.karo.com/article/new-brand-kids-cancer-care-puts-challenge-new-light








Homefront  - When Marriage Becomes Abusive campaign was the recipient of the 2011 Calgary Kaus Grant.

All of these organizations were able to get a needed injection of creativity in their brand which led them to more volunteer engagement and donation dollars. Karo Group is currently in the process of choosing a 2012 Calgary and Vancouver recipient. Another two organizations will soon be able to re-connect with their cities and share the vision of their brand.

Ryan McCaffrey