Waypoint Cares, a community service program that Waypoint Convenience created in partnership with MusiCounts, hits all the right notes. “We’ve discovered music is something that deeply resonates with our customers, and we wanted to support a charity that feeds back into what’s important to them,” says Thea Bourne, fuel brand manager.
MusiCounts, associated with Canadian Academy of Recording Arts and Sciences and the Juno Awards, aims to make music education inclusive and accessible for Canadian youth by providing musical instruments, equipment and resources. It’s an opportunity that they may not have otherwise, due to geographical or socio-economic constraints.
“Being involved in charitable causes is part of Waypoint Convenience’s DNA,” says Bourne. “One of our fundamental brand pillars is to be for the community, being engaged and supportive of the local communities where we operate.”
And the beat goes on. Partnering with MusiCounts, a donation drive encouraged customers to donate throughout the business’s peak season running from late June to early September. The company will match those donations and the plan is for the partnership to continue and build to provide even more support and growth opportunities to the leaders of tomorrow.