The Blog

The Diabetes Canada “Declutter and Donate Challenge”

– Chime Digital and Diabetes Canada launch spring cleaning campaign –

Have you started clearing out your cupboards of all of your unwanted items yet? This is the question posed to Canadians through Diabetes Canada, in partnership with Chime Digital’s new marketing campaign encouraging Canadians to let go of whatever used clothing and small household items they can, just in time for spring cleaning! Diabetes Canada will go to the residences of Canadians and collect unwanted items for FREE. Got an old rice cooker laying around that’s cluttering up your kitchen? Donate it, advises Diabetes Canada.

The Chime Digital and Diabetes Canada campaign challenges Canadians to meet a goal of 5 million pounds in donations. Proceeds raised by the program support world-leading diabetes research, education, programs, services and advocacy.

The “Declutter and Donate Challenge” campaign effort includes an animated video ad, voiced by the popular Taylor Kaye, set to run across social channels (Instagram, Facebook, & YouTube). It will be complimented with a television buy on CP24 – as Chime believes that digital and TV combined really are the ultimate power couple – and radio creative is set to run as well.

Chime is excited to partner with another social cause, already working with causes like Nature Conservancy of Canada, Starlight Foundation, and WE Charity. Founder, Anat Barzilay, says “getting to partner with brands that do good is one of our truest delights of working in this business – our goal since our launch has been to create as many positive movements as we can through the power of digital and creative content.”

This campaign was built around the insight that spring is all about fresh starts. Out with the old, in with the new – It’s a perfect time to implement this challenge to Canadians and help Diabetes Canada fund not only research that supports 11 million Canadians who are living with diabetes and pre-diabetes, but also send kids to camp this summer! Decluttering donations will help youth with type 1 diabetes and their family members attend the Diabetes Canada D-Camps program. In addition to this, it keeps those items out of our landfills. Diabetes Canada’s reusable goods program diverts over 100 million pounds of textiles from landfill each year. Who knew decluttering could make such a positive impact!

Reena Chawla, Director of Marketing at Diabetes Canada, says “We partnered with Chime to develop this challenge because of their extensive experience in the social cause space and their passion to create powerful movements for good. Our free home pick-up service is such an easy solution available to people wanting to declutter and donate – the aim of this campaign is to let more Canadians than ever know that Diabetes Canada makes decluttering easy while supporting our efforts to prevent, manage and end diabetes. We are excited to see Canadians start taking part in this challenge to help us reach our goal!”

You can catch the fun animated video here.

About Diabetes Canada

Diabetes Canada is the registered national charitable organization that is making the invisible epidemic of diabetes visible and urgent. Diabetes Canada partners with Canadians to End Diabetes through:
• Educational programs and support services;
• Resources for health-care professionals on best practices to care for people with diabetes;
• Advocacy to governments, schools and workplaces; and
• Funding world-leading Canadian research to improve treatments and find a cure.

For more information, visit or call 1-800-BANTING (226-8464).

For more campaign info or any requests, contact:
Anat Barzilay
Founder & Campaign Architect
Chime Digital
T: 416-704-7889