1. Press Release

LITTLE BURGUNDY RESIDENTS UNITE TO PROTECT THEIR NEIGHBORHOOD AND HERITAGE AMID PROPOSED DEMOLITION

Community based initiative launches to safeguard the cultural legacy and residents’ rights against new urban development project.

Montreal, QC – April 04, 2025

A passionate group of local residents has formed the Save Little Burgundy committee in response to the impending demolition of Montreal’s historic Little Burgundy district to make way for new low rental housing. They aim to preserve the cultural and historical identity of the community. Also continue to advocate for policies to save the neighborhood’s distinct character and stop the displacement of its long time residents.

The Save Little Burgundy initiative is rallying residents, cultural organizations and local business owners to oppose the city’s decision to demolish the area in the name of urban renewal. For years Little Burgundy which is the home of Montreal’s historic Black Canadian community has been synonymous with its arts, music scene and its diversity. Once the pulse of the city’s jazz scene attracting musicians from all over the world the district is a symbol of resilience and community. As the city moves forward with plans to replace the district with low income housing the residents argue that more attention needs to be given to the social and cultural impact of such decisions. The committee is bent on impacting city policies that will guarantee the neighbourhood’s history is respected and its legacy upheld. Committee spokesperson Jane Doe a lifelong resident states that, ‘we are not just fighting for a building or a block; we are fighting for the soul of our community”. The sentiment shows that ‘Little Burgundy has been home to so many for generations and they cannot let that history be erased in the name of progress.'”

The campaign aims for a more balanced approach to urban development that maintains culturally important communities as well as affordable housing. To support the Save Little Burgundy initiative an integrated housing policy is proposed that respects the needs of the community and provides new opportunities for growth. The group wants the city government to allow local residents to join the decision making process of urban renewal so that their voice can be heard in plans that will determine the life of their homes and livelihoods. It is also requesting the creation of a preservation fund to ensure that the cultural landmarks that are important to the area like the churches, the businesses and the homes are kept intact. They are planning to have a series of public meetings, protests and media outreach as well as to seek support from the broader Montreal community and to draw awareness to the social and ethical problems that gentrification raises.

‘This neighborhood is not just where I work. This neighbourhood is where I have been here 30 years plus. For the last four or five years they’ve built a couple businesses here and I have watched it grow. I have seen the community grow. I have seen relationships grow and families flourish’. John Smith, a local business owner in Little Burgundy for over 30 years states. “Losing Little Burgundy means losing so much more than architecture, it means losing a piece of who we are,” said Mollit. Also picking up the cause was Maria Johnson, a well known cultural leader and advocate: “Little Burgundy is an art, music and history converging.” ‘If we lose this neighborhood, we erase one chapter in a rich cultural tapestry of Montreal.”

A grassroots advocacy group formed by residents from Montreal’s Little Burgundy district is the Save Little Burgundy Committee. The committee exists to preserve the cultural, historical and social integrity of the neighborhood which has suffered greatly from the city’s urban renewal projects. Through awareness raising and active campaigns the committee aims to make the voices of the community heard in decisions of urban planning.

Contact Information:
For more information, please contact:
Jane Doe, Spokesperson
Save Little Burgundy Committee
Phone: (123) 456-7890
Email: info@savelittleburgundy.com
Website: www.savelittleburgundy.com

2. Fact Sheet (10 Bullet Points)

• Little Burgundy is a historic district in Montreal, home to a vibrant Black Canadian community with deep cultural roots.
• The district is slated for demolition to make way for a new low-rental housing development as part of Montreal’s urban renewal plan.
• Over 14,000 residents mostly Black Canadians were displaced during the initial wave of urban renewal in the late 1960s and early 1970s.
• The Save Little Burgundy initiative seeks to protect cultural landmarks and ensure displaced residents are provided with fair compensation and alternative housing.
• The committee’s primary objective is to influence local government policies to consider community history and legacy in redevelopment projects.
• Key figures involved in the initiative include long-time residents, local activists, and cultural leaders from the community.
• The advocacy group is focused on addressing the ethical concerns of gentrification and systemic inequality in housing.
• The initiative is supported by a coalition of local businesses, musicians and cultural organizations.
• Community-driven policies are critical to ensuring sustainable and inclusive urban development.
• The committee is calling for public meetings with City Hall to discuss potential policy changes and community involvement in redevelopment plans.

3. Media Assets:

Asset 1:

Image: A gathering of Little Burgundy residents at a community meeting in a historic building.

• Caption: Residents of Little Burgundy come together to discuss their advocacy efforts to protect the neighborhood from demolition.
• Author Credit: Photo by Steven High: Erudit; https://www.erudit.org/en/journals/uhr/2017-v46-n1-uhr04514/1059112ar/
• Usage Rights: Free for media use with attribution to Save Little Burgundy.

Asset 2:

Infographic: Key facts about the Little Burgundy district and the impact of urban renewal on local residents.

• Caption: The legacy of Little Burgundy: Understanding the impact of gentrification and displacement.
• Author Credit: Design by Jane Doe, Save Little Burgundy Committee
• Usage Rights: Free for media use with attribution to Save Little Burgundy.

4. Communications Plan

Blog-Focused Strategy for Save Little Burgundy Initiative

Save Little Burgundy will serve as a symbol of community, culture and history. In order to amplify its message and communicate with local and international audiences the committee will be communicating with a blog plan based upon its mission of conserving the heritage of Little Burgundy. The blog will be the central platform for harnessing that support and providing updates, hosting personal storytelling, advocacy and community involvement of those whose lives have been forever touched by this historic neighborhood.

Key Spokespeople and Content Ideas:

The voices of people directly affected by the gentrification of Little Burgundy will be at the heart of this blog campaign. Every post will have a different person as a spokesperson, telling their story and sharing their experience to hopefully relate to the reader.

• Jane Doe (Spokesperson) a long time resident will tell stories of Little Burgundy’s rich cultural history, her connections to the neighborhood and why it is important to preserve it for generations to come. Little Burgundy reflections will be included in the blog posts which will entail why does it exists and why it is important to stand up against displacement.
• John Smith (Local Business Owner): John will provide posts regarding the issues encountered by small businesses in the district particularly in the realm of the demolition in progress. He will discuss the need to keep small businesses alive in the community which is often forgotten when urban renewal occurs. He will also expound on how this economic impact negatively affects the people who make up the fabric of the community.
• Maria Johnson (Cultural Leader) will write about the historical significance of the jazz scene that developed in Little Burgundy and the cultural landmarks that helped define the neighborhood. That will underline the importance of planning that includes more widely cultural contributions to the shape of the city and its identity.

Content Ideas for Blog Posts:

1. “A History of Little Burgundy: The Soul of Montreal’s Jazz Scene”
2. This post will focus on the cultural and musical contributions made by those who lived in Little Burgundy.

2. “From Jazz Clubs to Gentrification: The Changing Face of Little Burgundy”

• Reflection post compares the lively Little Burgundy of the past with the present struggles of urban renewal. The emotional and social impact of displacement will be discussed on long time residents.

3.   “The Power of Community: Why We Can’t Afford to Lose Little Burgundy”

• The post will feature personal stories from residents who have called Little Burgundy home for many decades, showing the tight little community ravaged by people being forced to flee.

4.   “A Business in Crisis: The Impact of Gentrification on Local Entrepreneurs”

• Further, the impact of urban renewal on small businesses will be explored through interviews and the business owners’ points of view on how gentrification is changing their lives.

5. “The Road to Preservation: How We Plan to Save Little Burgundy”

• The post will act as a call to action explaining the committee’s mission statement, planned events and how people can participate in the movement.

Content Calendar:

The content calendar ensures consistent engagement with the blog’s audience, allowing for a steady flow of information and updates. To maintain an audience the posts are set to be published weekly to keep the audience engaged and involved without getting overwhelmed.

April 1 2025 – “A History of Little Burgundy: The Soul of Montreal’s Jazz Scene”

April 8 2025 – “From Jazz Clubs to Gentrification: The Changing Face of Little Burgundy”

April 15 2025 – “The Power of Community: Why We Can not Afford to Lose Little Burgundy”

April 22 2025 – “A Business in Crisis: The Impact of Gentrification on Local Entrepreneurs”

April 29 2025 – “The Road to Preservation: How We Plan to Save Little Burgundy”

Audience Feedback and Engagement:

The blog is one of the key goals and it aims to bring the community to dialogue and feedback.

Engagement strategies:

Comments: Allowing each individual post to have comments enabled so others can read and contribute their thoughts, experiences and ideas. The committee will maintain a conversation with the audience responding to these comments.

Monthly Polls or Surveys: Monthly polls or surveys to get feedback on the blog’s content and what topics are more likely to resonate with the audience. Feedback can also be solicited about how people feel about the current urban renewal happening in Little Burgundy.

Analytics: Page views, click-through rates and engagement metrics are being tracked using Google Analytics to understand the effectiveness of the posts. What is most successful regarding audience reach and impact will be adjusted time after time.

Justification:

The campaign of the blog should be considered as a very important tool for building trust with the community and engaging the stakeholders. The initiative through transparent and authentic content provides content that points out both the struggles and the triumphs of the little burgundy people who have made it big one way or the other fostering solidarity. It offers stakeholders (local residents, business owners, cultural leaders and allies) a platform to magnify their voices and join the solution. The blog will be a trusted source of information and rallying point for people interested in securing justice and equity in the way cities are developed. Through that we will deliver personal stories, updates and calls to action. Through storytelling, transparency, and engagement with all of the stakeholders, the campaign Save Little Burgundy will build relationships, foster lasting partnerships and ensure that the improvements for the Little Burgundy neighborhood occur so as not to lose this vibrant part of the urban fabric.

Lush Cosmetics(Canada)

Charity Pot is a CSR initiative program whereby 100% of the purchase price (excluding taxes) of Charity Pot hand and body lotion is donated to grassroots organizations that work toward issues of animal rights, human rights and environmental conservation.

1. Communications Plan

Objective:

Lush Cosmetics’ Charity Pot initiative serves to support grassroots organizations dedicated to animal welfare, human rights and environmental conservation. By doing so the communications strategy will help raise awareness, boost sales of the Charity Pot product and highlight the real impact of Lush’s charitable efforts.

Key Messages:

• “Support Change One Pot at a Time.”
• “Empowering communities through ethical giving and sustainable products.”
• “Every purchase helps fund change in animal, human and environmental rights.”
• “From lotion to action: Make your purchase matter.”

Target Audience:

• Primary Audience:

Millennials and Gen Z aged 18-45 environmentally conscious consumers that will purchase Lush products because they align to Lush values which include sustainability and cruelty free products.

• Secondary Audience:

Lush’s base of existing customers, grassroots organizations, advocacy groups and the environmentally focused influencers.

• Tertiary Audience:

Media outlets covering environmental, human rights and community impact stories as well as potential new customers interested in ethical beauty products.

Channels and Tactics:

1. Social Media Campaigns:

• Create intriguing content for Instagram, Facebook, TikTok and Twitter using visuals and stories of impact.
• Utilize specific hashtags like #CharityPotImpact and #LushGivesBack.
• Partner with influencers and micro influencer to expand reach.

2. In-Store Promotions:

• Shows various projects on interactive displays that include stories of charities supported by Charity Pot funds.
• Staff training to communicate the initiative’s message to customers should be implemented.
• Provide in store incentives like a future discount for people buying Charity Pot.

3. Email Marketing:

• Send targeted emails to subscribers with impact stories and behind the scenes looks about partner organizations.
• Use a call to action to buy the Charity Pot or share the initiative on social media.

4. Community Engagement:

• Organize local events with grassroots groups such as workshops and charity fairs.
• Get involved with community groups and allow them to share the initiative through their channels.

5. Media Outreach:

• Distribute the press release to local and national media outlets.
• Interview representatives from Lush and the beneficiaries of Charity Pot funds.

Evaluation Methods:

1. Sales Metrics: Track the Charity Pot product sales before, during and after the campaign to measure the financial success.
2.  Social Media Engagement: It monitors likes, shares, comments and use of the campaign hashtags. Engagement should be studied through social media analytics tools to find out what content was successful.
3. Customer Feedback: Collect surveys and testimonials from Lush’s website, social media channels and in-store. Use customer feedback to refine future CSR communications.
4. Impact Measurement: Show real world stories of change from organizations supported via Charity Pot donations. Share measurable impacts, such as the number of projects funded, or communities assisted.

2. Press Release

FOR IMMEDIATE RELEASE

Lush Cosmetics Expands Its Impact with the Charity Pot Initiative Customers Can Support Animal Welfare, Human Rights, and Environmental Conservation with Every Purchase

March 5, 2025 — Vancouver, BC — Lush Cosmetics, a leader in ethical beauty is taking Charity Pot, a program that donates 100 per cent of the purchase price (less taxes) of its Charity Pot lotion to grassroots organizations working on issues ranging from animal welfare to human rights to environmental conservation to the next level.

The Charity Pot has since 2007 raised over $58 million globally to support over 400 small grassroots organizations that struggle to find traditional funding. The openness of Lush’s ethical giving as well as the stories of change that their funds have driven, demonstrates their commitment to ethical giving.

“At Lush we believe in the power of our customers to drive positive change,” said Sophie McCartney, Lush Canada’s CSR Manager. “Every Charity Pot purchased is not just a transaction but a contribution to a better world. We are proud to support communities that need it most.”

The Charity Pot is not just a charitable product. The Lush Cosmetics platform enables you to amplify voices and causes that are within line with Lush’s values of sustainability, environmental protection and social justice. The label of each pot displays one of the supported organisations which makes customers feel that they are physically connected to the effect of their purchase.

Lush’s commitment extends beyond donations. The ingredients used in the Charity Pot lotion itself are ethically sourced in order to align with the brand’s overall goals of environmental sustainability and cruelty free manufacturing.

About Lush Cosmetics:

Lush Cosmetics is a global leader in fresh handmade beauty products celebrated for its commitment to ethical practices and environmental sustainability. In 1995 Lush was founded and since then has become an iconic brand known for its cruelty free and vegetarian and predominantly vegan product lines. The company seeks to minimise its environmental footprint by using the minimum amount of packaging, recycled materials and ethically sourced ingredients. Right down to its ethical stance on animal testing and fair trade practices in the rest of the world Lush is a company that is transparent in every sense of the word. The company’s core philosophy is about social responsibility and the Charity Pot is an embodiment of its mission to do good.

How to Support:

Supporting Lush’s initiatives is easy and they have an impact. All the purchase price (minus taxes) goes to charity. The Charity Pot lotion is bought by consumers and 100% of the purchase price funds grassroots organizations working on animal welfare, human rights and environmental conservation. Every purchase is available both online at Lush.ca and at Lush retail locations across Canada. It supports projects that bring about real world change. The Charity Pot allows customers to nourish their skin and champion a cause that matters. We can all support a fairer, greener and more compassionate world, one pot at a time.

Media Contact:

Oghenetega Esegba

esegbao18@mytru.ca

3. Blog Post

Giving Back, One Lotion at a Time: How Lush’s Charity Pot Is Changing Lives

Have you ever wondered how your everyday purchases can make a real difference? Every sale of the Charity Pot hand and body lotion at Lush Cosmetics does just that. The Charity Pot is more than a skincare product; 100% of the purchase price (except taxes) goes directly to grassroots organizations that are making a difference in our world. The Charity Pot supports animal welfare, human rights and environmental conservation projects to show that small actions can yield big impact.

What Is the Charity Pot?

The Charity Pot was launched in 2007 as part of Lush’s commitment to ethical consumerism and social responsibility. Since then the initiative has raised more than $58 million globally reaching more than 400 grassroots organizations. Unlike larger nonprofits they are small and typically underrepresented in the world of philanthropy, working on critical issues from climate action and indigenous rights to wildlife protection. Each of the Charity Pot lotions is marked with the name of one of those organizations and their story openly linking customers with the cause they are supporting.

Lush has furthered this mission by making the product itself ethically sourced with the ingredients being fair-trade cocoa butter and almond oil. Through effective skincare and impactful giving Lush has made supporting change with every purchase easy for customers.

Real Impact, Real Stories

The power of the Charity Pot is in the stories of the beneficiaries. Funds from British Columbia Charity Pot have been used by the Wilderness Committee to protect endangered ecosystems from industrial development. Lush’s support has helped Lush to continue its efforts to protect old growth forests and save wildlife habitats.

Vancouver-based Rainbow Refugee has also been given aid to provide safe havens and advocacy for LGBTQ+ asylum seekers fleeing their home countries. The work they do has allowed dozens of people to rebuild their lives in Canada. This shows how far the Charity Pot’s influence extends beyond environmental issues.

Lush also supports indigenous led initiatives like RAVEN Trust. This is a legal fund that uses Charity Pot donations to challenge environmentally destructive projects. Lush is supporting grassroots activism by backing these efforts and showing that grassroots activism is strong.

“These are not just donations. They are investments in meaningful lasting change,” says Sophie McCartney, Lush Canada’s CSR Manager. “We believe that small grassroots organizations can achieve incredible things with the right support.”

The Ethical Beauty of Giving

Choosing the Charity Pot is about more than just giving back. It is also a statement of the kind of world that you want to live in. The lotion’s ingredients which include moringa oil and shea butter come from community driven projects which practice fair wages and sustainability. The packaging itself is also part of Lush’s broader push towards waste reduction and circular economy with the packaging made of 100% recycled plastic.

In addition Lush’s mission of being cruelty free and combating animal testing is another way in which the brand shows that they do business differently. Choosing Charity Pot means you are feeding your skin and the world.

How You Can Help

The money from a sale of Charity Pot goes towards a global movement for positive change. The lotion itself is made with ethically sourced ingredients. It recognises Lush’s values of sustainability and cruelty free practice. You are nourishing your skin and nurturing communities and ecosystems in need.

Join the Movement

Buy a Charity Pot from your nearest Lush store or from Lush.ca. Spread the word if you want to share your support on social media using #CharityPotImpact. The world gets better with every purchase every post and every share. The Charity Pot proves that small actions can lead to significant change. Together we can create a ripple effect of kindness one lotion at a time.

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