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As the fall federal election draws near and the House has risen, election preparation among the parties is in high gear. But at the local level, the barbecue circuit will be in full swing with every community organization, church, charity and club looking for their local MP to stop by this summer. The barbecue circuit […]

When Facebook and Twitter recently banned a handful of Canadian-based extremists and white supremacist groups (among others), the platform giants likely weren’t only looking to deprive dangerous individuals and organizations from disseminating hatred to mass audiences. Rather, these decisions mark the latest in a series of attempts to confront a festering reputational problem that dogs […]

“I took a deep breath and lifted my dad off the couch. I was shocked at how light he was. I carried him to the bathroom and sat him on the toilet to remove his clothes. I helped him into the shower, but his legs were too wobbly to stand, so I eased him to […]

Canada is at an inflection point.  Leaders have a choice: stem the decline and become trust builders or set the house on fire and become trust destroyers. This rather blunt assessment is our conclusion based on the 2019 Proof CanTrust Index findings. With four years of tracking, our 2019 study found that the average trust […]

  Now in its 4th year, the Proof Inc. CanTrust Index is a large and deep study of the trust levels of Canadians and the features that make up Canada. After three years of stability, the 2019 CanTrust Index reveals a significant drop in Canadians’ trust in major institutions, organizations, leaders and many sources of […]

To be a great man requires more than a great shave. That’s the message from the world’s top razor company in their new campaign We Believe. Replacing the slogan “The Best a Man Can Get” with “The Best a Man Can Be,” the two-minute short film rejects “boys will be boys” behavior like sexual harassment […]

Welcome back to our 7th annual Counting Down the Political Hits (with some misses), where we review the major political stories of the last year and attach a song for your listening (and office dance party) pleasure. This year’s top five songs serve to remind us of the crazy year we’ve had when it comes […]

When I started working in public relations over 20 years ago, it didn’t take me long to develop an inferiority complex. No, I wasn’t bullied or belittled.  In fact, my colleagues at Proof were so kind and supportive and the work so rewarding that I will celebrate my 22nd year at the Canadian public relations […]

An Interview with Four Creators on Why Authenticity and Expertise Matter Most to Canadians In 2018, the majority of integrated marketing campaigns – whether B2B or B2C – include an influencer component. The 2018 Proof Inc. CanTrust Index showed that Canadians continue to put their trust in these thought leaders, but what does ‘influencer’ mean […]

I’m not sure exactly when the term “thought leadership” came about, but I do recall the CEO of a company we were pitching interrupting our well-rehearsed presentation to say “Just what the hell is thought leadership, anyway?” She was right to ask because the term is used and defined loosely.  At its best, thought leadership […]