I wrote my thesis on how organizations like WE Charity use celebrities to manipulate young people—I’ve seen this coming for years
Pretend for a moment you’re a teenager again. You’re still on cloud nine from that amazing concert you went to last week—on a school day, no less—with all of your friends and classmates, not to mention your crush. You sang, you laughed, you heard a pretty moving story about a girl in Kenya, and you sat through some semi-boring speeches—then you finally got to see Shawn Mendes perform live and you definitely made your followers jealous by posting it on IG Stories, Snapchat AND TikTok.
That concert you attended wasn’t a concert at all—not in the traditional sense, anyway. It was a youth rally called WE Day. The price of admission: a few acts of goodwill and volunteering projects you did with your classmates (and the permission slip from your parents).
WE Day, an event that many Canadians have either heard about, watched on television (CTV was a media partner) or online, or have even attended or sent their children to, is the flagship event hosted by Toronto-based WE Charity. It’s held in more than 15 cities across Canada, the United States and the United Kingdom, features star-studded performances and motivational speeches from the likes of Selena Gomez, Malala Yousafzai, Nelly Furtado and Justin Trudeau (both as a private citizen and as prime minister) and has been attended by 1 million young people to date.
WE Charity calls WE Day “the greatest celebration of social good”; it’s also been the cornerstone to the organization’s meteoric rise to international fame and strong standing in the humanitarian, entertainment and corporate communities. And, lately, it’s been central in national media coverage about questionable practices that the organization has taken in its quest to change the world.
The charity has been under increasing scrutiny over the past month for having accepted a sole-sourced contract from the federal government that would have seen them distribute nearly $1 billion worth of summer student volunteer grants, sparking the hashtag #WeHaveAProblem. The deal fell through after WE pulled out amid ethics concerns that the Trudeau family has longstanding ties to the charity. In addition to Justin Trudeau’s participation with WE Day, it was revealed that WE paid Margaret Trudeau (Justin’s mother) and Alexandre Trudeau (Justin’s brother) between $250,000 and $320,000 each for their speeches at events. Other speakers were told that they would not be paid; notably, Jully Black posted a video on Instagram about her shady experiences with the organization. And this is all just a wormhole into the complicated, controversial and downright confusing operations of this very prolific Canadian charity.
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Tagging: @politicsofcanada













