Toyota Canada and its Dealers Expand their Partnership with Canadian Blood Services and Héma-Québec During COVID-19 Pandemic

Toronto, April 9, 2020 – Toyota Canada and its dealers are joining Canadian Blood Services and Héma-Québec to remind Canadians that donating blood remains important during the COVID-19 pandemic.

Toyota Canada is expanding their existing partnership with Canadian Blood Services by donating more than $1 million worth of advertising time to communicate the ongoing need for donations of blood and blood products, and to help update Canadians about the additional measures the organizations have taken to protect the health and safety of their donors.

At the national level, the amplification of this message will include the donation of television ad space to Canadian Blood Services, as well as a coordinated online and social campaign to help get the word out. At the local level, Toyota and Lexus dealers across Canada are also helping the effort in a number of other ways.

“Many Canadians are looking for a way to help their community during this pandemic and donating blood is one way they can make an important difference,” said Stephen Beatty, Vice President, Corporate, Toyota Canada Inc. “Our partners at Canadian Blood Services and Héma-Québec suggested that, along with our dealers across Canada, we could do our part by spreading the message that blood will continue to be necessary to help patients in Canada in the months ahead. One powerful choice people can make is to book an appointment to donate blood or register online to become a stem cell or organ donor.”

Canadian Blood Services and Héma-Québec are responsible for providing lifesaving products and services in transfusion and transplantation. The red blood cells, plasma, platelets and other blood products collected are essential for patients undergoing surgery, for cancer treatments, and for saving lives following trauma such as accidents. The Canadian government notes that 52 per cent of Canadians say they or a family member have needed blood or blood products at some point in their lives.

The collaboration with Toyota began as a knowledge-sharing project in 2015 when, in its first Canadian endeavor, the Toyota Production System Support Centre collaborated with Canadian Blood Services to identify opportunities for process improvements at their production and distribution facilities. Significant improvements included additional production time, a 40 per cent reduction in packing time, and a 30 per cent reduction in steps taken by employees every day.

Since that time, Toyota Canada and its dealers have extended their support to Canadian Blood Services and Héma-Québec with financial contributions totaling more than $1.5 million dollars.

“At a time like this, we are extremely grateful to our partners for helping us to communicate the need for ongoing donations of blood during this challenging time,” said Ron Vezina, Vice President, Public Affairs, at Canadian Blood Services. “Our partnership with Toyota Canada is helping to keep our message strong and let Canadians know that we have robust safety measures in place to ensure healthy Canadians can provide lifesaving contributions.”


In addition to its national partnership, Toyota dealers across the country regularly support their communities by providing shuttle vehicles, hosting blood donor clinics and donating advertising space to help Canadian Blood Services and Héma-Québec recruit donors at the local level.

In 2019, Toyota Canada and its dealers received the Canadian Blood Services National Partnership Award for their commitment to supporting Canada’s lifeline.

Canadians are being encouraged to book future appointments to donate blood now:

For more information about Canadian Blood Services, visit:

In Québec, visit Héma-Québec at:


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