Voluntary Sector Task Force Final Report
Communications and Engagement
Initially, the communications activities of the VSTF specifically,
and the VSI in general, were focused on establishing lines of
communications first with the large number of stakeholders within
the federal government and then with the voluntary sector as it
became formally engaged in the process.
While communications with all the government stakeholders were
slow at the outset, leading to some confusion, the VSTF developed,
maintained and adjusted a communications strategy for the VSI.
In addition, the VSTF established and chaired an Interdepartmental
Working Group on Communications. Although the working group met
infrequently, departmental contacts assisted in the dissemination
of information across the federal government.
The VSTF organized the December 5, 2001 event on Parliament Hill
to announce the signing of the Accord and the establishment of
the Canada Volunteerism Initiative as well as the funding for
the Canada Survey of Giving, Volunteering and Participating, on
a continuing three-year cycle. Communications planning for the
ceremony had a particular focus on the media as the event featured
the Prime Minister and several cabinet ministers. Although the
event was extremely well attended, particularly by the media.
However, it received little media coverage.
To create awareness of the Accord and mark the end of the United
Nations International Year Volunteers (IYV), special supplements
were designed for both Maclean’s and L’Actualité
magazines. Communications were also coordinated with the Royal
Canadian Mint for the simultaneous IYV event at the United Nations
in New York.
The VSI produced a large volume of print materials. VSI publications
were provided in alternate formats including Braille, large print
and audio, and particular attention was paid to ensuring the quality
and availability of all materials in both official languages.
Funded by the VSTF and jointly managed with the VSIS, the VSI
website was the primary communication tool for the VSI. It enabled
Canadians to access information about the VSI and participate
in the public consultation processes regarding the Accord and
the two Codes of Good Practice. The VSI website was expanded to
include a full section on the Accord project as well as the work
of the other joint tables and working groups.
In addition to distributing the Accord and the Codes of Good
Practice across the Government, the VSTF accepted speaking engagements
in which it partnered with representatives of the voluntary sector,
such as a Lunch and Learn workshop at PCO and a morning armchair
discussion at the Canadian Centre for Management Development on
December 5, 2002 to mark the first anniversary of the signing
of the Accord.
Finally, the VSTF commissioned an overview of the VSI, entitled
A Shared Journey: Mid-term
Reflections on the Voluntary Sector Initiative, to capture
the highlights of the experience for Canadians.
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