COVID-19 Update: We're here to help you. Learn More

HomeEquity Bank Launches Campaign Highlighting How More Than Ever, Home is Everything

  • HomeEquity Bank launches Our homes are everything campaign
  • Campaign complements Operation Warm Hug initiative that checks in on vulnerable Canadians at home
  • Meaningful donations made to the Canadian Red Cross, YMCA of Greater Toronto and various charities across the country supported by employees
  • Digital education and entertainment programs for self-isolating Canadians to launch shortly

TORONTO, Apr. 27, 2020 — HomeEquity Bank, provider of the CHIP Reverse Mortgage, today announced the launch of its new media campaign, Our homes are everything — Live in the home you love, to thank all Canadians who have selflessly stayed at home to help limit the spread the COVID-19 pandemic. The campaign was produced by Toronto-based ad agency Zulu Alpha Kilo.

The new television and radio commercials complement Operation Warm Hug, an ongoing HomeEquity Bank initiative involving employees calling their customers to proactively check in on them and help ease feelings of isolation that have affected many Canadians as a result of physical distancing measures.

As part of the new campaign, and in direct support of the broader community, HomeEquity Bank is making $50,000 donations each to both the Canadian Red Cross and YMCA of Greater Toronto. The bank will also make financial contributions to various charities across the country that have a special significance to its employees.

“The past six weeks have really shown us what a central role our homes play in how we work, relax and live. Our new campaign is centred on sharing some of the countless ways Canadians have embraced this new way of life at home as we all do our part to get through this extremely difficult time,” said HomeEquity Bank President and CEO Steven Ranson. “I am also proud of our entire organization for the kindness and dedication they are showing every day.”

Ranson added: “We’re honoured to support organizations like the Canadian Red Cross, YMCA of Greater Toronto and various charities important to our employees. I also want to encourage all Canadians to do their part to support organizations making a difference.”

The Canadian Red Cross continues to adapt its services to meet community needs emerging as a result of COVID-19.  The Red Cross is actively responding to help people across the country.

“The COVID-19 pandemic has presented many challenges for Canadians. With this generous donation from HomeEquity Bank, the Red Cross will be able to further support individuals and families who are feeling the devastating impacts of the virus,” said Tanya Elliott, Vice-President for Canadian Red Cross in Ontario. “From food delivery to friendly phone calls, the Red Cross is working in communities in Ontario, and across the country, to provide comfort and care during this difficult time.”

Canadians can support the Canadian Red Cross by making a financial contribution at www.redcross.ca.

The YMCA of Greater Toronto is also reaching out to older Canadians and has developed an online platform designed specifically for older adults.

“Launching soon, The Bright Spot is an online community where older adults can connect with their peers digitally, stay active or take an online class,” said YMCA of Greater Toronto’s President and CEO Medhat Mahdy. “Being able to virtually socialize with others, be active and keep learning goes a long way to maintaining well-being as we work together for a brighter future. We’re thrilled to see HomeEquity Bank and the Canadian Red Cross taking similar action to support vulnerable Canadians at home.” Mahdy added.

HomeEquity Bank is also launching several digital programs designed to educate and entertain those self-isolating at home. Over the coming weeks, HomeEquity Bank will be hosting a series of Facebook Live events that will provide everything from history and music lessons to tips how to maintain a healthy, well-balanced life at home.

HomeEquity Bank would like to pay special thanks to all the front-line workers across the country, from grocery store clerks to first responders and medical staff. Their unwavering commitment to helping those in need, often in the face of considerable health risk, is truly inspiring.

About HomeEquity Bank

HomeEquity Bank is a Schedule 1 Canadian Bank offering the CHIP Reverse Mortgage solution. The company was founded more than 30 years ago as an annuity-based solution addressing the financial needs of Canadians who wanted to access the equity of their top asset – their home. HomeEquity Bank is committed to empowering Canadians age 55 plus to live the retirement they deserve, in the home they love. For more information, visit www.chip.ca.

About the Canadian Red Cross

Here in Canada and overseas, the Red Cross stands ready to help people before, during and after a disaster. As a member of the International Red Cross and Red Crescent Movement – which is made up of the International Federation of Red Cross and Red Crescent Societies, the International Committee of the Red Cross and 192 national Red Cross and Red Crescent societies – the Canadian Red Cross is dedicated to improving the lives of vulnerable people by mobilizing the power of humanity in Canada and throughout the world.

About the YMCA of Greater Toronto

For more than 165 years, the YMCA of Greater Toronto has provided leadership and worked with partners solving complex social problems to create real, measurable outcomes that have strengthened the social health and fabric of communities. As a charity, the Y offers a variety of programs responding to the needs of the community, including education and training, employment and immigrant services, family and youth services, health and fitness programs, childcare and camps. Serving people in the city of Toronto, Durham, Peel, York and Halton regions and Dufferin County, last year the YMCA made more than 620,000 connections across 450 locations. Visit www.ymcagta.org for more information.

For more information, please contact:

Morgan McLellan, E: morgan@providentcomms.com, C: 647-802-4825
Matt Roth, E: matt@providentcomms.com, C: 647-518-6754