BREAKFAST CULTURE
Let’s break some eggs!
“Culture eats strategy for breakfast.”
The famous quote from legendary management consultant and writer Peter Drucker.
Many companies invest heavily in their strategic and business plans, including their marketing and communications, only to have them fail resulting in negative publicity, a reduction in sales, or worse their stock plummets.
Why? Their corporate culture either hinders or doesn’t align with management’s vision.
BREAKFAST CULTURE works where marketing communications intersects with diversity and inclusion. We help organizations cultivate inclusive workplace cultures and garner new and diverse audiences and thus more revenue.
OUR
SERVICES
At BREAKFAST CULTURE we help organizations achieve their strategic goals and generate revenue on two fronts:
externally, with what we call Woke Marketing and internally by helping them cultivate diverse and inclusive workplace cultures.
EXTERNAL Marketing Communications aka Woke Marketing
We see Woke Marketing as a relatively simple concept that aligns with brand authenticity. Is a brand being truly authentic to its core values? All. The. Time. Not just for one month of the year and not just in their marketing. They demonstrate it with their supply chain. They demonstrate it with their hiring practices. They demonstrate it with their internal culture. They ALWAYS demonstrate it! This is what we call Woke Marketing. Let BREAKFAST CULTURE help your brand live its authentic self.
Breakfast Culture’s Woke Marketing services include:
INTERNAL Change Management & Employee Engagement
We help organizations cultivate diverse and inclusive workplace cultures where everyone feels that they can perform to the best of their abilities, resulting in peak performance and improved business results. How? BREAKFAST CULTURE consultants bring current diversity, equity and inclusion (DEI) theories and practices combined with modern change management techniques to deliver 360° Equity Business Case & Strategy using contemporary employee engagement enterprise software.
Breakfast Culture’s Change Management Diversity Equity Inclusion (DEI) Services include:
WHO
WE ARE
BREAKFAST CULTURE is a boutique agency delivering big agency experience. We help organizations achieve their strategic goals and generate revenue on two fronts: Externally, with what we call Woke Marketing, and internally by helping them cultivate welcoming and inclusive workplace cultures.
We see Woke Marketing as a relatively simple concept that aligns with brand authenticity. Is a brand being truly authentic to its core values? All. The. Time. Not just for one month of the year and not just in their marketing. They demonstrate it with their supply chain. They demonstrate it with their hiring practices. They demonstrate it with their internal culture. They ALWAYS demonstrate it! This is what we call Woke Marketing. Let BREAKFAST CULTURE help your brand live its authentic self.
We help organizations cultivate diverse and inclusive workplace cultures where everyone feels that they can perform to the best of their abilities, resulting in peak performance and improved business results. How? BREAKFAST CULTURE consultants bring current diversity, equity and inclusion (DEI) theories and practices combined with modern change management techniques to deliver 360° Equity Business Case & Strategy using contemporary employee engagement enterprise software.
Based in Toronto, Canada, BREAKFAST CULTURE can activate locally, regionally, nationally and even globally. We have a network of partners (Canada, U.S. and U.K.) and consultants that we can utilize to augment client teams as required. BREAKFAST CULTURE works on retainer, a competitive hourly rate or on a project basis, depending upon the scope of the assignment.
For more information, email us at LetsBreakSomeEggs@BreakfastCulture.org.
SPEAKING
& AWARDS
BREAKFAST CULTURE has experience delivering award-winning campaigns, training courses, diversity and inclusion presentations and keynotes, participating on panel discussions, developing seminars, and more. All our topics can be customized and/or modified for myriad industries and organizations; they can also be presented as a general discussion. Depending upon the client needs each topic can be presented in either one hour or developed as a training course over two hours. Costs include both preparation and presentation time.
For information about our rates, please email LetsBreakSomeEggs@BreakfastCulture.org.
SPEAKING TOPICS & COURSES:
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ACB Communities (African, Caribbean & Black)
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Arts & Entertainment
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Branding
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Corporate Social Responsibility
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Culture & Museums
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Diversity, Equity & Inclusion
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Fashion & Beauty
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Imposter Syndrome
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Innovation & Creativity
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Leadership
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LGBTQ+ Spectrum
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Marketing Communications
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Motivation & Inspiration
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Privilege & Bias
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Public Relations
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STEM Communication
(science, technology, engineering & mathematics) -
Workplace Culture
Woke Marketing: Presentation
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Description: Is a brand or company being truly authentic to its core values? All. The. Time. Not just for one month of
the year and not just in their marketing. They demonstrate it with their supply chain. They demonstrate it with their
hiring practices. They demonstrate it with their internal culture. They ALWAYS demonstrate it! This is what we call
Woke Marketing.
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Focus: A fresh perspective on corporate social responsibility; can be customized
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Testimonial: “I participated in this webinar with Jefferson Darrell who provided great information on how organizations can support the LGBTQ+ communities through their marketing strategies with integrity and authenticity and avoid woke washing or pink washing i.e. using rainbow logos during Pride, but not supporting the LGBTQ+ communities the rest of the year.” – Julie
Safe Space: Discussion Facilitation
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Description: Today’s work force is extremely diverse. Canada boasts peoples from different countries, ethnicities, religions, races, sexual orientations, genders, ages, philosophies, etc. Depending upon your organization’s culture, team members may have honest and real questions around interacting with different types of people in the organization. We don’t know what we don’t know. Breakfast Culture’s approach uses five components to help to facilitate these discussions to make your organization comfortable with uncomfortable conversations. We are all on our own journeys. #SafeSpace
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Focus: discussion facilitation around human rights issues; e.g. racism, sexism, homophobia, ageism, ableism, etc. in the workplace
The Year I Learned How to Walk… Again: Presentation
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Description: Jefferson Darrell’s motivational and inspirational talk about the year he recovered from a rare neurological disorder, transverse myelitis, that left him paralyzed from the waist down. During this time he had to relearn how to walk, a humbling and rewarding experience that Jefferson shares with his audiences during this motivational and inspirational discussion.
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Focus: Motivation & inspiration
We are All Humans First: Presentation
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Description: We live in a brave new world. Identity politics, aka labels. Fragments media where consumer can engage directly with brands. Layer in virtual working, living and physical distancing. Spending habits are shifting, both in the what and the how. Marketers and their brands can no longer afford any gaffes, cultural or COVID-related. Moving beyond political correctness, representation matters now more than ever before. In this session you will learn about IDEA (inclusion, diversity, equity and accessibility) insights, terminology and definitions as they intersect with marketing communications.
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Focus: Marketing and communications through a diversity, equity and inclusion lens
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Testimonial: "I had the good fortune to see Jefferson Darrell speak both at the IDEA summit and AdClub Student Day. His presentations on diversity were thoughtful and empathetic. They touched on some things I had been thinking about myself. I truly appreciate having had the opportunity to meet him and to hear about his experiences. Thank you to Jefferson and Breakfast Culture.” - Elissa
Diversity & Inclusion in STEM – What We Can Learn from Wonder Woman: Presentation
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Description: Diversity, inclusion, privilege; these are issues that are top of mind today. We see them in the news, on our social media accounts, and in our places of work. What does this mean for museums, science centres and STEM in general? How can we connect, engage and inspire all members of our communities? How can we enhance our own offerings as science centres and museums to create learning and inspirational opportunities for all? In this presentation we will define diversity, learn what it means to be inclusive and examine our privilege. You will hear about inspirational success stories from museums and science centres across Canada and gather resources to begin discussing these important issues in your own institution.
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Focus: Museum, science centres and STEM through a diversity, equity and inclusion lens
Woke Marketing – Rainbow Edition: Presentation
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Description: Is a brand or company being truly authentic to its core values? In this presentation you will learn how to demonstrate your inclusive brand through every section of your organization. Utilizing examples from pop culture and case studies focussed on LGBTQ+ communities of how companies have or have not lived up to their brand. Living up to your brand requires ALWAYS demonstrating it! This is what we call Woke Marketing. As an introduction to this presentation, we encourage you to read BREAKFAST CULTURE’s article Keeping Pride in a Rainbow Closet.
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Focus: A fresh perspective on corporate social responsibility as it relates to the LGBTQ+ communities
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Testimonial: “Through Pride at Work, I had joined your ‘Woke Marketing: Rainbow Edition’ webinar, and I was blown away with how strong the message was and learned the importance of connecting genuinely with the communities we want to reach.” – Sheena, Coca-Cola
The Beauty of Diversity: Presentation & Course
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Description: A PR 101 presentation geared towards diverse and inclusive public relations for the fashion and beauty industry. Participants learn about the difference between marketing, branding, advertising and public relations. The process of public relations: strategies, tactics, and results; with case studies taken directly from diverse and
inclusive beauty and fashion brands.
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Focus: Diverse and inclusive public relations for the fashion and beauty industry
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Testimonial: "Thank you so much. Sara [Masters student working on her thesis project] came to see me during my office hours this afternoon and she was 1000% more confident - YOU did that." – Professor Mirza
We All Benefit from Privilege: Privilege Course
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Description: Making the business case for diversity, equity and inclusion (DEI) programs can be challenging. Part of this process involves understanding that we all benefit from some form of privilege; this BREAKFAST CULTURE course helps all team members regardless of their identities, backgrounds or work functions realize this fact in a relevant, engaging and approachable fashion. We use popular culture to discuss representation and why it is important. We share our own stories and journeys of understanding our own levels of privilege. The purpose of these two steps helps to provide definitions and context of how privilege works and to demonstrate how “We All Benefit from Privilege.” Finally, we facilitate a group exercise around different forms of privilege and what happens in every training session are the resulting lessons actually come from team members themselves as they work through the exercise and put the previous discussions into practice.
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Focus: Privilege training course
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Testimonial: “We were incredibly lucky to have a conversation with BREAKFAST CULTURE’s Jefferson Darrell at length about the advertising industry. There are many difficult conversations that need to be had to better grasp the issues that LGBTQ+, PoC [people of colour] and many other minorities face in our world.” - Madison
Walking on Broken Glass: Imposter Syndrome Course
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Description: In a brave new world of identity politics and intersectionality some groups of people may begin to doubt their abilities and their confidence diminishes, this phenomenon is known as imposter syndrome. BREAKFAST CULTURE understands this concept and our Imposter Syndrome course, “Walking on Broken Glass” is our take on helping individuals as they “shatter the glass ceiling.” This course helps individuals understand their own worth by deconstructing insider-outsider dynamics in workplace cultures. Participants will learn how to recognize and “stomp the ANTS” (automatic-negative thoughts) and how to use their own past success stories to curate bespoke affirmations. Participants leave feeling more confident in their own abilities.
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Focus: imposter syndrome training course
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Testimonial: “Jefferson Darrell’s … insights were honest and compelling… he gave me some really solid advice and encouragement to get out of my current role and find somewhere I would be valued and have a seat at the table. His perspective gave me that extra push to recognize that it … was time for me to move on. I’m happy to say that I’m now several weeks into a new job, and I am thrilled to feel valued and appreciated. Just wanted to say THANK YOU to Jefferson (and his company Breakfast Culture).” – Krista
INSPIRATION & AWARDS:
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September 22, 2020 – Speaker: "D&I Audit: Understanding where your organization lies on the DEI Continuum*" for Engaging Employees Conference. (*The Human Equity Advantage: Beyond Diversity to Talent Optimization, Wilson 2013)
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July 9, 2020 – Panel Discussion: Canadian Public Relations Society (CPRS) National Virtual Conference Transformation 2.0: "From Unconscious Bias To Conscious Communications: Strategies For Social Justice and Racial Equity"
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July 7, 2020 – Webinar & Discussion: "What it's like to be Racialized in PR" for the Canadian Council of PR Firms (CCPRF)
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June 25, 2020 – Webinar: "We Are All Humans First" for British Columbia American Marketing Association (BCAMA)
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June 22, 2020 – Webinar: "We Are All Humans First" for IABC (International Association of Business Communicators) Toronto
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"Jefferson, I just wanted to thank you for your amazing webinar today. Really appreciate you sharing your story, your observations, and data. Compelling and actionable!" - Mary
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June 13, 2020 – Toronto Star Article: "Goodwill or just for show? As political and corporate leaders speak out against anti-Black racism, some aren’t buying their sincerity"
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June 9, 2020 – Strategy Online Article: "Why Pride sponsors shouldn't hit pause during Black Lives Matter protests"
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June 8, 2020 – LinkedIn Blog Post: "Get Comfortable with Uncomfortable Conversations"
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June 2, 2020 – LinkedIn Blog Post: "(Cautiously) Hopeful for Transformative Change"
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April 29, 2020 – Webinar: "Woke Marketing: Rainbow Edition" for Pride at Work Canada
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I participated in this webinar with Jefferson Darrell who provided great information on how organizations can support the LGBTQ+ communities through their marketing strategies with integrity and authenticity and avoid woke washing or pink washing i.e. using rainbow logos during Pride, but not supporting the LGBTQ+ communities the rest of the year." - Julie
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February 21, 2020 – Panel Discussion: "Diversity & Inclusion in Public Relations" for Humber College Public Relations
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November 13, 2019 – Guest Lecturer: Diverse & Inclusive Public Relations for the Fashion Entrepreneurship Program at Ryerson University
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"Thank you sooooo much. Sara [Masters student working on her thesis project] came to see me during my office hours this afternoon and she was 1000% more confident - YOU did that." - Professor Mirza
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July 30, 2019 – Panel Discussion: “Multicultural Storytelling in the Digital Age” Seneca College | York University Public Relations Program
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June 20, 2019 – Woke Marketing LinkedIn Blog Post: “Keeping Pride in a Rainbow Closet”
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March 21, 2019 – Panel Discussion: “Diversity in Advertising” as part of Student Day 2019 for Ad Club Toronto
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“We were incredibly lucky to have a conversation with BREAKFAST CULTURE’s Jefferson Darrell at length about the advertising industry. There are many difficult conversations that need to be had to better grasp the issues that LGBTQ+, PoC [people of colour] and many other minorities face in our world. After having Jefferson speak at the Ad Club of Toronto’s Student Day, it gave many of us a realistic and unfiltered understanding of the advertising landscape. Jefferson was even kind enough to lend me an hour of his time for a personal one-on-one where we discussed the hardships I may face and how to better overcome them as I make my way through the advertising landscape.” - Madison
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November 2018 – Panel Discussion: “Diversity and Inclusion in Public Relations” for 300+ communications executives
at Global PR Summit Canada 3 for PWorld-
“I met Jefferson Darrell at the Global PR Summit in Toronto, in November 2018. He spoke on a panel about Diversity & Inclusion. His insights were honest and compelling. Over lunch, he gave me some really solid advice and encouragement to get out of my current role and find somewhere I would be valued and have a seat at the table. His perspective gave me that extra push to recognize that it wasn’t me, it was them – and it was time for me to move on. I’m happy to say that I’m now several weeks into a new job, and I am thrilled to feel valued and appreciated. Just wanted to say THANK YOU to Jefferson (and his company Breakfast Culture) for sharing his experience both on the panel, and over lunch.” - Krista
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October 2018 – Speaker: “We are All Humans First” for 150+ marketing executives at the IDEA Summit (Inclusivity, Diversity and Equity in Advertising) for the Institution of Communications Agencies (ICA)
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“I had the good fortune to see Jefferson Darrell speak both at the IDEA summit and AdClub Student Day. His presentations on diversity were thoughtful and empathetic. They touched on some things I had been thinking about myself. Jefferson was also kind enough to give me an hour of his time to speak to me about his experiences within advertising industry as well as how to champion diversity within it. He was very honest with me, and addressed my concerns, again, with a great amount of empathy and thought. I truly appreciate having had the opportunity to meet him and to hear about his experiences. Thank you to Jefferson and Breakfast Culture.” - Elissa
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October 2018 – Panelist: “A Voice at the Table: How to Build Inclusive Work Cultures to Increase Company Output”
for 150+ marketing executives at the IDEA Summit (Inclusivity, Diversity and Equity in Advertising) for the Institution of Communications Agencies (ICA)
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September 2018 – Keynote Speaker: “Diversity in Public Relations” for 200+ Humber College Public Relations students
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July 5, 2018 – Organizer & Spokesperson: The Inaugural International PRIDE In STEM Day at the Ontario Science Centre
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July 2017 – Speaker: “Diversity & Inclusion in STEM: What we can learn from Wonder Woman” webinar for 100+ attendees for the Canadian Association of Science Centres (CASC)
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2015 IABC Gold Quill Award of Merit for Social Media: The Brain Exhibition: Concussions and Sports Injuries Facebook Chat for the Ontario Science Centre
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2008 IABC Ovation Award of Excellence for Media Relations: Titanic: The Artifact Exhibition for the Ontario Science Centre
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2005 CPRS Award for Best New Product Launch: Peter Pan DVD Launch for Universal Studios Home Entertainment
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2005 IABC Award for Media Relations: The Chronicles of Riddick DVD Launch for Universal Studios Home Entertainment
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2005 Promo! Award: The Chronicles of Riddick DVD Launch for Universal Studios Home Entertainment
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Canadian Event Industry Award for Best Event Produced for a Corporation: Microsoft Canada Xbox 360 Launch
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Brilliant Public Relations piece in Strategy Magazine (January 2005): The Bourne Supremacy DVD Launch for Universal Studios Home Entertainment
OUR
EXPERIENCE
Following are some of the industries, organizations, brands and people BREAKFAST CULTURE's Jefferson Darrell has worked with:
Retail:
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beauty BOUTIQUE
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Pier 1 Imports
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red earth cosmetics
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Shoppers Drug Mart & Pharmaprix
Fashion & Beauty:
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beauty BOUTIQUE
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Cromwell & Cruthers
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Gillette
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Johnson & Johnson Skincare (Aveeno, Clean & Clear, Neutrogena, RoC)
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LIFE Brand
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Quo Cosmetics
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red earth cosmetics
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Schick
Food & Beverage:
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Bagel-O’s
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Best New Product Awards
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Brita
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Cool Brands Ice Cream
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Doritos
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GrainShop
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Pepsi
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Tetley Tea
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Weetabix
Culture & Lifestyle:
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AdNight Toronto
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Art Attack, an auction in support of Buddies in Bad Times Theatre
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BAND: Black Artists Networking in Dialogue (Where is the Love?)
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Canadian Lesbian + Gay Archives (Laughing Out Loud… And Proud!)
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Canadian Stage
(Fernando Krapp Wrote Me This Letter: An Attempt At The Truth) -
CanAsian International Dance Festival
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Dancap Productions (Jersey Boys, Avenue Q, Lerner & Loewe’s My Fair Lady, Anne of Green Gables – The Musical™, The 25th Annual Putnam County Spelling Bee, Happy Days – A New Musical, 3 Mo’ Divas)
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Knight of the Dragon: Jackie Chan Live!
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Mayumana
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Ontario Science Centre
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Shelcore Toys
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Taboo Golf Resort
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Toronto Argonauts Showtime Entertainment Series
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trey anthony studios (‘da Kink in my Hair)
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The Vagina Monologues
Media & Entertainment:
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Bavaria Film International
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CTV
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Dose & Dose.ca
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Equinox Entertainment
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Global Television
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HIT Entertainment Canada now Mattel (Bob the Builder, Barney, Angelina Ballerina, The Wiggles and Thomas & Friends)
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HOT DOCS Documentary Film Festival
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Microsoft Canada - Xbox
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National Film Board of Canada (NFB)
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Paramount Vantage & Paramount Home Entertainment
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Salter Street Films & Salter New Media
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studentBODY & studentbody.ca
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TLN Telelatino
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Toronto International Film Festival
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Warner Independent Pictures
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Wheel of Fortune & Jeopardy!
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Universal Studios Home Entertainment (Peter Pan, Bridget Jones: The Edge of Reason, The Bourne Supremacy, The Chronicles of Riddick)
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The Yellow Affair
Corporate & Technology:
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BrandSpark International
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Canada Post
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Canadian Blood Services
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CIBA Vision Canada
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Engagement Labs
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KPMG
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iklipz.com
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Studio Pinpoint
Environmental:
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Brita
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EnWise Power Solutions
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The Fair Trade Show
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Glad
Noteworthy & Celebrity Relations:
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Muhammad Ali
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trey anthony
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Kevin Bacon
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Annette Bening
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CSA Astronaut Roberta Bodnar
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NASA Administrator Charles Bolden Jr.
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Lorraine Bracco
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Jackie Chan
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Tommy Chong
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Mike “Pinball” Clemons
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Rachael Leigh Cook
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Jennifer Coolidge
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Deborah Cox
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Colm Feore
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Colin Firth
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Fridrik Thor Fridriksson (Director: Mamma Gógó)
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Jane Goodall
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CSA Astronaut Chris Hadfield
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Paul Haggis
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CSA Astronaut Jeremy Hansen
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Shawn Hatosy
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Tony Hawk
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Jeremy Irons
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Leslie Jordan
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Dome Karukoski (Director: Lapland Odyssey)
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Jeremy Kushnier
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Eugene Levy
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Lennox Lewis
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Michael Lomenda
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Jeff Madden
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Adrian Marchuk
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Garry Marshall
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Andrea Martin
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Jonathan Rhys Meyers
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Catherine O’’Hara
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Ngozi Paul
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Marni Nixon
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Guy Pearce
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Brad Pitt
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Parker Posey
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CSA Astronaut David Saint-Jacques
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Alex Trebek
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Frankie Valli
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Quinn VanAntwerp
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Estella Warren
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Mike Weir
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Paul Williams
OUR
TEAM
Based in Toronto, Canada, BREAKFAST CULTURE can activate locally, regionally, nationally and globally. We have a network of partners (Canada, U.S. and U.K.) and consultants that we can utilize to augment client teams as required.
Jefferson Darrell is an accomplished marketing communications and change management professional with more than 15 years of brand strategy expertise, generating earned and ownedmedia using both traditional and digital channels.
In the DEI (diversity, equity, inclusion) space, Jefferson was instrumental in the creation of the Diversity Inclusion Anti-Racism Action Team at the Ontario Science Centre and he represented the Centre on the DEI Committee with the Canadian Association of Science Centres (CASC). He was also instrumental in organizing the Science Centre’s involvement in the world’s first Pride in STEM Day on July 5, 2018. Jefferson’s change management project with the Black Coalition for AIDS Prevention (Black CAP) resulted in increased revenue opportunities for the non-profit by diversifying the organization’s development committee.
Jefferson has delivered numerous presentations and keynote addresses about the importance of DEI including: presenting at the inaugural IDEA (Inclusivity, Diversity and Equity in Advertising) Summit for the Institute of Communications Agencies (ICA); national webinars for CASC, Pride at Work Canada, and IABC (International Association of Business Communicators) Toronto; and delivering the keynote address about Diversity in Public Relations for Humber College in 2018. He has participated in myriad panel discussions about diversity and inclusion at the IDEA Summit, the 2018 Global PR Summit, and AdClub Toronto. He has also been a guest lecturer at Ryerson University.
Jefferson earned a Bachelor of Applied Science Degree in Chemical Engineering from the University of Waterloo, a Public Relations Honours Certificate from Humber College, and is a change management, leadership and inclusion graduate from Centennial College and the Canadian Centre for Diversity & Inclusion (CCDI) and working towards the Canadian Certified Inclusion Professional (CCIP™) designation.
