On February 27, 15,000 students from across the province converged on Saskatoon for Saskatchewan's first We Day – a stadium-sized youth empowerment event sponsored by PotashCorp and organized across Canada by Free The Children.

The announcement of the Global Institute for Food Security (GIFS) at University of Saskatchewan required significant strategic planning, design, online and media relations work to share the launch with stakeholders and media at home and around the world.

Many times throughout the year, Creative Fire works with our clients to help them assemble successful events – and our contribution includes behind-the-scenes organizational technology.

PotashCorp’s partnership with international development agency Free the Children is a landmark initiative for the company – one that deserved significant attention from a wide range of stakeholders.

Companies in every sector face new challenges in corporate reporting, specifically in moving toward integrated reporting that demonstrates the links between the company’s financial, social and environmental performance.

PotashCorp's 2012 Annual Meeting of Shareholders serves a dual role of providing a forum to conduct the company's business as well as creating an opportunity for shareholders, stakeholders and community members to connect with the board and management of the world's largest fertilizer producer.  

As the world’s largest fertilizer producer by capacity, PotashCorp works to help nature provide.

Wanting to teach people about its global mission to help farmers grow better crops and feed more people, the company launched an awareness campaign about its role in food production.

Part of this campaign was a PotashCorp microsite dedicated to education about global food security and the company’s place in a sustainable solution. Helpingnatureprovide.com illustrates the rising demand for food and how fertilizer can help.

Visit Helpingnatureprovide.com

The ingredients were simple: iPods; website; Twitter. The results were outstanding: connectivity; storytelling and national media attention. 

For 16 Edwards School of Business Students from the University of Saskatchewan on a once-in-a-lifetime educational tour of Israel and Jordan, this combination of technology and social amplification made their experience accessible to international audiences.

A global company with investments and operations in seven countries, PotashCorp’s reach stretches far beyond its home province of Saskatchewan.

A global leader in publishing interactive shareholder and stakeholder data, PotashCorp continued to set the bar with its 2011 online annual report.