Definity renews partnership with the Canadian Red Cross

Significant donation made in support of disaster relief and preparedness

Definity renews partnership with the Canadian Red Cross

Insurance News

By Mika Pangilinan

Definity Financial Corporation has reaffirmed its long-standing partnership with the Canadian Red Cross, aiming to support the Disaster Response Alliance and Be Ready programming through a new three-year agreement. 

 The renewed partnership includes a $900,000 donation to be allocated over the period covering the agreement and is part of Definity’s commitment to helping communities adapt to the increasing frequency of natural catastrophes, the P&C insurer said in a news release. 

 Rowan Saunders, president and CEO of Definity, emphasized the importance of the partnership as Canada continues to face weather events that are becoming more severe. 

 “The unfolding climate crisis is a defining issue for humanity and has profound implications across our country, society, and economy,” he said. 

“Through our valued partnership with the Canadian Red Cross and as a member of the Disaster Response Alliance, Definity is helping Canadians prepare for and respond to the increasing frequency and severity of events, including severe storms and wildfires. We recognize the crucially important role that we, and the insurance sector, must play in helping to build resilience and adaptation capabilities in Canada.”

 Amy Avis, chief of emergencies at the Canadian Red Cross, thanked Definity for its “generous support.” 

 “After an unprecedented fire season in Canada, in addition to severe weather events in recent months, the Red Cross continues to provide humanitarian support that is needed now, more than ever before,” Avis added. 

 Definity’s continued support of the Canadian Red Cross aligns with its climate strategy, which emphasizes emergency preparedness and response and aims to generate social impact within communities. 

 In addition to being part of the Disaster Response Alliance, Definity has been supporting the Canadian Red Cross through employee engagement initiatives. 

 Last year, over 500 Definity employees made financial contributions to Red Cross’ humanitarian efforts in response to disasters and crises in Nova Scotia, Pakistan, and Ukraine. Definity matched these donations. 

 Definity and the Canadian Red Cross are part of Climate Proof Canada, a cross-sector coalition advocating for a more disaster-resilient society and economy. The coalition was among those who voiced support for creating and implementing Canada's National Adaptation Strategy

 What are your thoughts on this story? Feel free to comment below. 

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