This article appears in print in the October 2020 issue of Maclean’s magazine with the headline, “From WE to they.” On Sept. 9, 2020, WE CharityAn adolescent boy in a blue T-shirt, hosting a press conference on his first trip abroad, is sitting shoulder-to-shoulder with an Indian girl as she reads from a piece of paper. In front of Canadian reporters, the girl implores the Indian government to address the practice of child labour.
As Justin Trudeau and his wife, Sophie Grégoire Trudeau, appear on stage, a hot microphone catches Craig making a joke about “campaign rallies” as he hugs the newly elected Prime Minister. Their aura of positivity and stadium rallying cries made the Kielburgers and Trudeau’s sunny-ways Liberals perfect dance partners. But instead of vaulting the organization to new heights, a hastily conceived pandemic-era partnership exposed, for WE and the Trudeau government both, the perils of acting with virtuous conviction, absent second thought.
If there was an obvious goal, aside from spreading awareness, Craig articulated it on C-em in 1996: “The eventual elimination of child labour and the exploitation of children.” He said youth could do more than just play video games or hang out at malls, “which the media portray as young people’s role.”
The same year, Marc co-founded a private company, Leaders Today, a precursor to what would later be rebranded as ME to WE. A funding vehicle for Free the Children, the for-profit entity offered products and services that couldn’t get the green light under Canada Revenue Agency charity regulations. Along with organizing overseas volunteering trips, it provided “training for college applications and maintaining scholarships.
In a similar vein, the charity posted a youth declaration on its website in 2003: “Globalization, without proper guidance and management, leads to the untrammelled pursuit of profits, often at the expense of social justice.” In 2004, a new staff member—Russ McLeod, now executive director of ME to WE—came up with the idea for a sponsored, rally-style event to reward Canadian volunteers. The idea was met with skepticism, but within a few years would become a “central pillar to the organization,” as Plewes puts it.
It was a ragtag operation. One early staffer recalls getting a fresh copy of a Kielburger book, promotional videos and a laptop, and being instructed to start immediately. That book was 2004’s, which touted a self-help philosophy of finding fulfillment in helping others. The mindset found root in the clothing company—“If you knew that your T-shirt could change the world, wouldn’t you want to fill your closet with style that matters?” one promotion read.
I can't understand how a Prime Minister can fall in a trap like this. Get sucked in by 2 hot shots...Man!
He may have had good intentions as a 12-year-old - as one often does - but adulthood and the almighty dollar set his character alignment traits: “Crookeder than a witches tit”
And we all now know that the Kielburgers' WE and Sunny Ways were mere progressive posturing. The rich get richer and social causes get nice words but minimal action.
My daughter attended three ME to We events and in retrospect said it seemed like indoctrination. Good riddance
And nothing will come of the PM’s involvement. He is a criminal and the sooner Canada realizes it, the better.
Two words - The Conservatives.
It’s not rocket science: Register as a lobbyist if you’re going after govt money. Don’t offer politicians free luxury vacations. Keep good records. Financially distance your charity from your privately held investments.
Stay away from unethical politicians.
It's Called 'Noble Cause Corruption' e.g. 'The Virtue is Always, The Cover for the Sin'. It's why all 'Dream Hoarders/Yuppies' & their Kids 'Millennial Trust Fund Babies/SJWs' are all Natural Born As-Holes. Post Demian Hammock Diploma of Advanced Studies, Human Resources Mngmt
It is really unfortunate that we live in a time where the only thing that matters in politics is winning no matter how many people go down with it and the truth is not important. If you have a charity in Canada, watch your back.
Greed
The boy grew up?
Narrator: a conservative obsession with anything attached to the name 'Trudeau'
We got there because of the 'Harper' Conservatives and the NDP yelling again without looking at the whole story. WE helped a lot of Canadian youth & more & now so many jobs lost too. The Conservatives suck & no Canadian youth should align with them EVER!
They got in bed with the shady Liberals.
Is it possible Founders are living the life of financial celibacy to be fully engaged in charitable work?
Money and greed.
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