Scotiabank has launched a charitable campaign, donating C$1 for every Canadian who shares a Facebook photo or video that illustrates what 'richness' means to them.
The bank has built a site, called TheRichnessProject, "giving Canadians a platform to share moments special to them which make life truly fulfilling or 'rich'".
Visitors to the site can submit a photo or video through the Scotiabank Facebook page, illustrating a 'richness moment'. Participants connect to Facebook and select an image from their photo albums and use tools provided by the bank to add it to the site. They can then 'Like' The Richness Project on Facebook to share their moment with friends and family.
Meanwhile, for every person who shares their photo or video, the bank will donate a dollar to one of 18 featured charities. At the time of writing, only C$380 has been raised.
Scotiabank has brought in celebrities to help promote the campaign, with two-time Olympic gold medallist, Cassie Campbell-Pascall and former Stanley Cup champion Lanny McDonald sharing their moments.
Anatol von Hahn, group head, Canadian banking, Scotiabank, says: "The idea behind The Richness Project is that one person's moment of richness can help create another rich moment for someone else, whether inspirational or in the form of a donation to one of our partner charities."