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AIR MILES for Social Change: Using Rewards and Co-Creation to Create Shared Value

Monday, June 17th 2013 10:52:28am

Results of Powerful Incentive Programs Announced

TORONTO (June 17, 2013) - In light of the current health, wellness and environmental issues on a global level, AIR MILES for Social Change, one of the most innovative social change inventive providers in the world, announced for the first time at the Clinton Global Initiative America conference the results of efforts in creating shared value.

Over the  course of two decades the AIR MILES® Reward Program, Canada’s premier coalition loyalty program owned and operated by LoyaltyOne, has helped many of Canada’s leading brands drive large-scale shifts in consumer behavior. With this sustained success, the organization is now using the cost-effective power of reward miles, the program’s reward currency, as an incentive for people to make more socially conscious choices for both themselves and their communities.

By bringing together a wide variety of government, private sector and not-for-profit organizations to create shared value, AIR MILES for Social Change is creating and managing effective social marketing initiatives. Co-creation partnerships among energy utilities, transit authorities, waste diversion and health awareness agencies are inspiring and rewarding Canadians to eat healthier, exercise more, conserve energy and protect the environment. Mostly recently AIR MILES for Social Change has partnered with Canadian Federal Government and YMCAs across the nation in support of active living and long-term chronic disease prevention.

Last year, AIR MILES for Social Change partnered with the Heart & Stroke Foundation (HSF) - one of the largest charities in Canada - to reward Canadians with AIR MILES reward miles for participating in a number of programs, including their healthy living mobile app. The app was a means for HSF to empower Canadians with information and support to reduce their risk of heart disease and stroke and in 2012, users were offered 25 reward miles for downloading the app and completing set-up. The HSF saw over 9,200 downloads of the app in a four-week period; this was 13 times higher than before.

Also, in a multi-year agreement with the Ontario Power Authority (OPA) - the government agency tasked with meeting the province’s electricity needs - AIR MILES for Social Change has proven that loyalty rewards are an effective way to motivate citizens to take action. In the first year of the partnerships, AIR MILES for Social Change and the OPA offered 20 reward miles to customers who pledged to conserve electricity. As a result, program participation increased by 530% with 133,000 Ontario customers pledging to conserve.

The full case studies are available at airmilesb2b.com/knowledge/case-studies/rewards-motivate-canadians-be-healthy and airmilesb2b.com/knowledge/case-studies/rewards-move-consumers-better-world. For more information, please contact:

Jennifer Allen
T: 416.552.2275

About AIR MILES for Social Change

AIR MILES for Social Change is a division of the AIR MILES® Reward Program, operated by LoyaltyOne, Inc. which is a global provider of coalition loyalty, customer analytics and custom loyalty services. AIR MILES for Social Change partners with government agencies, energy utilities, transit service providers, and non-governmental organizations (NGOs) to leverage the value of AIR MILES reward miles and the program’s reach into more than two-thirds of Canadian households.

About LoyaltyOne

LoyaltyOne is a global leader in the design and implementation of coalition loyalty programs, customer analytics and loyalty services for Fortune 1000 clients around the world. LoyaltyOne’s unparalleled track record delivering sustained business performance improvement for clients stems from its unique combination of hands-on practitioner experience and continuous thought leadership. LoyaltyOne has over 20 years history leveraging data-driven insights to develop and operate some of the world's most effective loyalty programs and customer-centric solutions. These include the AIR MILES Reward Program, North America's premier coalition loyalty program and a working partnership with Latin America's leading coalition program, dotz.  LoyaltyOne is also the equity partner of Direxions, a loyalty pioneer headquartered in India and the owner of COLLOQUY, a group dedicated to research, publishing and education for the global loyalty industry.

LoyaltyOne is an Alliance Data company.  For more information, visit www.loyalty.com.