Skip to Content

2024 Impact Report

An illustration of five people standing in the foreground of a cityscape. Three people are collecting garbage, and a child is watering a tree as an elderly man using a cane observes.

Creating positive impact for people, planet and community, has been at the core of Proof Strategies’ business operations since our founding in 1994. Actions always speak louder than words. We believe that creating positive social and environmental change is critical to the success of our business.  

To focus our efforts, we have used the United Nations’ Sustainable Development Goals as a blueprint for evaluating our impact, and many of our initiatives advance one or more of the 17 goals, from Zero Hunger to Good Health and Wellbeing to Affordable and Clean Energy to Gender Equality, among others.  

As a business that counsels a wide variety of organizations and businesses, we are uniquely positioned to help deliver positive impact at scale through the work we carry out for our clients.  


How we show up for Proofers and people in our community is critical to our success and the future of society at large. Three of our six core values are at play here: Integrity (doing the right thing); Inclusivity (creating space for diversity and opportunities for equity) and Empathy (the ability to understand and share the feelings of another). 

We support our people in many ways, including: 

Personal development: Our continuing training and education program provides stipends to employees who are pursuing learning in new areas that support our work and their career goals. We know this is integral to employee satisfaction and life success. 

Flexibility: Our work hours are designed to balance business needs with family commitments. This includes a hybrid working model, as well as leave options to allow people to manage family emergencies without feeling pressure from work. 

Wellbeing: Our comprehensive benefits package includes traditional and holistic medicine, in addition to critical illness insurance. Team members receive one paid Nature Day annually away from work to benefit from the restorative experience of connecting with the outdoors. 

Equity, Diversity & Inclusion

We embrace equity, diversity and inclusion (EDI), including: 

20 languages spoken by colleagues.

Over 70 per cent of our senior management team identify as women.

In 2023 and 2024, we were recognized by Great Places to Work™ Canada as well as a Best Workplace in Canada for Women.

In 2023, earned a Certificate of Accessibility from the Rick Hansen Foundation. 

Our Work

We work with clients to create programs and initiatives that support people in their communities.  Watch how Proof Strategies helped the LCBO support and celebrate the 2SLGBTQ+ community. 


Proof Strategies is committed to reducing our impact on the environment – and supporting efforts to preserve our planet for years to come. We were the first PR firm in North America to be certified as carbon neutral in 2008, and have maintained that status ever since. We also provide monetary incentives to employees who bike to work. 

Here are a few other ways that we contribute to a healthier planet: 

Offset credits: In 2023, we offset our unavoidable Greenhouse Gas Emissions (GHGs) by purchasing offset credits from Will Solutions, a B-Corp located in Québec. 

Clean energy: We have worked with Bullfrog Power to purchase green electricity since 2007 and green natural gas since 2023. Over that period, this reduced our impact by 1,510 tonnes of CO2 – the equivalent to taking more than 337 cars off the road for a year, and or diverting more than 522 tonnes of waste from landfills. 

Suppliers: We select the most environmentally conscious vendors. In 2023, we purchased sustainable products from Grand + Toy (100% post-consumer fibre and FSC Certified paper), Green Shift (biodegradable, compostable kitchen products) and Imperial Coffee (fair trade coffee, pod collection & recycling). 

Partners: We have a longstanding relationship with the Nature Conservancy of Canada (NNC), which works to protect the natural areas that sustain Canada’s plants and wildlife. Proof Strategies has provided pro bono work to NCC, and our Chair, Bruce MacLellan, is Past-Chair of the NCC Board.  

Our Work

Throughout our history, we have encouraged our clients to measurably reduce their environmental impact, and through a wide variety of campaigns and initiatives, helped their audiences and stakeholders change behavior and make more responsible choices.  

More recently, Proof Strategies campaigns have:  

Proof Strategies has also advanced relief efforts by our clients for those affected by natural disasters caused by climate change — helping the Canadian Red Cross exceed its volunteer recruitment goals and amplifying stories about crowdfunding on the GoFundMe platform.  


In 2023, we were recognized with Caring Company Certification by Imagine Canada for our monetary and in-kind support for charities. Our employees contribute to their communities through volunteerism, pro bono work, and fundraising to ensure we leave a positive lasting impact. 

3,000+ hours spent by Proofers volunteering since 2008

$115,000+ in donations and pro-bono work to 25 organizations in 2023

Second Harvest – Almost $40,000 raised since 2007 – equivalent to 82,160 meals

In 2020, we launched a monthly donation program to support employee-nominated organizations that are fighting racism and advancing EDI. This program continued with support in 2023 for Justice for Children & Youth, the StopGap Foundation, Na Me Res, and LGBT Youth Line, among others.  

Our Chair, Bruce MacLellan partnered with the Social Studies Educators Network of Canada to develop three lesson plans on trust for elementary, middle and high school educators. Available to teachers nationally in English and French, the goal is to encourage teachers to explore and include trust-building in their classrooms, to foster a generation that values and understands the significance of trust as part of creating a harmonious society. 

We actively promote volunteerism outside of work and offer employees one paid day per year for volunteering. In 2023, Proofers volunteered for causes including Kensington Hospice, Empower’em, Marygrove Camp, and LOFT Kitchen, among others. 

Beyond Proof Charity Days, our people share their knowledge and skills via volunteer positions, including advisory or board member roles with 25 organizations, such as: Canadian Public Relations Society, BlackNorth Initiative, Canada’s National History Society, Ottawa University, Canadian Association of Former Parliamentarians, and Health Innovation Hub (H2i) @ U of T. 

Our Work

As part of our work with clients, we regularly create, implement, execute and support important initiatives in communities across Canada. Learn how Proof Strategies helped Kraft Hockeyville connect with more communities, and new, underrepresented audiences, across Canada. Read more.