In this episode of Collisions YYC, Tyler chats with Elaine Wilson, CEO of CUPS Calgary AB, for a timely conversation on Red Express—a holiday initiative that brings joy, dignity, and relief to Calgary families facing real economic hardship. Red Express is more than a gift program, it’s an extension of CUPS' broader mission: to walk alongside Calgarians navigating trauma, poverty, and health challenges, and to provide long-term, integrated care that helps families build brighter futures. Elaine brings grounded insight into what’s happening on Calgary’s frontlines—from food insecurity to housing gaps—and shares how partnerships like Red Express reflect what’s possible when community steps up.

If you would like to support Red Express, please visit: https://www.zeffy.com/en-CA/fundraising/2025-red-express

In this episode:

• The story and evolution of Red Express
• CUPS’ trauma-informed, whole-family approach to care
• Calgary’s growing affordability crisis—from food to housing
• Why holiday giving is about dignity, not charity
• The value of community partnership and sustainable support

Top 3 Wisdom Bombs

“We are essential parts of the social fabric of our communities.” - Elaine Wilson

“Calgary would look really different if nonprofits didn’t exist.” - Elaine Wilson

“I think something Cups does well in all areas of our programming is that outreach component. We go out and we build connection, we build relationship, we show up for people and we work to really empower them.” - Elaine Wilson

This episode is brought to you by clearmotive marketing. When it comes to marketing that truly matters to your business, clearmotive is your go-to partner. With a proven track record of more than 15 years, they understand what makes your business tick. Learn more at https://www.clearmotive.ca and discover how clearmotive can help your marketing thrive.

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Host links:

Tyler’s website: https://www.tylerchisholm.com

Tyler’s LinkedIn: https://www.linkedin.com/in/tylerchisholm

Guest links:

Elaine Wilson’s LinkedIn: https://www.linkedin.com/in/elaine-wilson-3307335a

CUPS Calgary AB’s Website: https://www.cupscalgary.com

CUPS Calgary AB’s LinkedIn: https://www.linkedin.com/company/cups-health-and-education-centres

CUPS Calgary AB’s Instagram: https://www.instagram.com/CUPSCalgaryAB

CUPS Calgary AB’s Facebook: https://www.facebook.com/CUPSCalgaryAB/

CUPS Calgary AB’s YouTube: https://www.youtube.com/user/CUPSCalgary1989

Collisions YYC is a Tyler Chisholm original production // Brought to you by clearmotive marketing