Talking Social Responsibility with Loreto Cheyne

LD_LOGONot long ago, I had the pleasure of chatting with a dynamic woman named Loreto Cheyne, at a Women’s Business Network (WBN) event. You may have met or heard of Loreto before through her graphic design business Lola Design, or maybe at a seminar she was leading about brand imaging. Or maybe, you know her through her volunteer work.

In today’s post, we’re talking with Loreto on the concept of social responsibility, and how she, as a talented business woman, gives back to her community.

Social responsibility is the ability to put someone else’s wellbeing ahead of your own. But then, how much do you give and where do you decided to spend your energy? Being in service leadership is healthy when it’s not about building up our self-esteem or fulfilling  any other emotional driver we may have. When being unconditionally in service to others, we are truly in a place to help others wellbeing. With that in mind, let’s hear how Loreto approaches the concept of social responsibility and service leadership through her volunteer work.

1. How do you define” being a team player in your career or volunteer work? What are some examples of where your success can be attributed to your team and not to you alone?

“Being a “team player” in my CAREER means working  with the clients to accommodate both their needs as well as their wishes. It also means I have to coordinate and work with other print professionals in order to deliver print goods – all in time and within certain boundaries. It means that often, I have to put my own dislikes/biases aside in favour of what the client prefers (for example, specific colours).

“In my volunteer work (specifically at the [Canadian Federation of Humane Societies] CFHS) it means working with a team of about 3 other people who have been “in the industry” far longer than I have, meaning, I have to “toe the party line” and my opinions must take the backseat in order to keep the end goal in mind. It means that although I’m very passionate about the cause, I have to remember I am speaking for an entire organization and not just myself, therefore, I have to be patient, not lose my temper and not be overly emotional when confronted with animal cruelty cases. It also means accepting that change will take a decade to achieve and being ok with that; I have to trust and learn from my colleagues at CFHS, and wholly support them as they head out all over Canada to speak to MP’s and others who will help bring change about.

One example of success that is attributed to the team and not just me is the raising of WBN’s profile within the Ottawa business community. Although I am the chair of the marketing committee (and all committees are volunteer-run), the women that are part of this committee have fabulous ideas and great enthusiasm. As a result of all of our media efforts, about 75% of our events are selling out-especially the Breakfast Circles.

2. What have you done recently to help those in need?

“I regularly send money donations to the Ottawa Mission (for their meal programs).”

3. What social issues are of particular concern to you? How do you contribute to these causes?

“Social issues that are of particular concern to me are homelessness, mental illness stigma and animal cruelty. Although I am not in a position to financially contribute to all these very often, whenever I can I support their events/awareness campaigns online, particularly via Twitter (I’m thinking Shepherds of Good Hope, the Ottawa Mission & the Ottawa Distress Centre in particular here). For animal cruelty, I am able to help by designing the marketing collateral for CFHS so they can have a professional look for all their campaigns, that they can take across Canada. In addition, in the fall I will be participating in the Ottawa Humane Society’s Wiggle Waggle Walk-a-thon (with other WBN friends) and I plan to be an event sponsor for the Ottawa Distress Centre’s “A Chocolate Affair” next May.”


Sister Leadership would like to give a HUGE thanks to Loreto for answering our questions so openly. She’s giving her time to some excellent local and national causes, and we urge you to click through their hyperlinks and check out their websites.

How do you approach social responsibility? Do you volunteer your time, and what motivates you to share that energy? We’d love to hear your own experiences with this type of leadership, and welcome your stories. Please share in the comments, or on our facebook page.

cararesourcesAnd of course, we wouldn’t leave you without another great resource from the Sister Leadership tool box. Change can happen at different levels of your being (e.g. behavioural levels vs. your sense of identity). The NLP logical levels really help you break down the motives behind your reactions, actions and emotions. So whether you are giving forward through being socially responsible, acting as a strong team member, or getting in touch with your values – this is a great resource for drilling down and understanding where those motivations come from. This week’s PDF (CLICK HERE TO GO TO IT) really explains in detail the concept of logical levels, but if you want to jump ahead to the exercise then check out page  four. As always, we’d love to hear what you think!

Till next time,


Camille Boivin is founder of Sister Leadership, certified in EQi 2.0 and EQ360, a master practitioner of Neuro-Linguistic Programming (NLP), has been coaching high-level women and men for over six years, and is now opening her expertise to those emerging in business. Camille pulls her blog topics from her unique coaching approach that combines her training as a EQi 2.0 and EQ360 certified facilitator with the dig-deeper tools of NLP.

Get in touch here if you’d like to talk with Cam about group or one-on-one coaching, and EQ assessments. With the miracle of Skype and telephones – distance is no issue!


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