"Our President and CEO Tim Hockey was concerned that, while the heroic stories were important, what’s really important to us is the little things that people do every day that enable them to connect emotionally with customers – and those are the things we wanted to share."
“We wanted to keep the campaign very grassroots and grounded in feedback from front line employees. The conversation was intended to be peer-to-peer and while executives didn’t play a leadership role in the challenges, they participated in the conversation alongside our teams across Canada and encouraged their groups to participate and lead."

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