Juno Beach Centre

This case describes the creation of the Juno Beach Centre in France, located where Canadian troops hit the Normandy beach on D-Day. The centre honours and explains Canada's role in the Second World War. It also has a section on contemporary Canadian culture and society. Canadian D-Day veterans, with help from the next generation, formed the Juno Beach Centre Association (JBCA) in the 1990s to raise funds for a museum that would highlight the country's contribution to the Allies winning the Second World War. The many donations from individuals would not be nearly enough. Canadian governments and corporations declared their support and goodwill, but had yet to make significant financial commitments. In time, Wal-Mart stepped up to help, but more money was required. The remaining WWII veterans were now approaching their eighties. How could the JBCA secure the resources needed to make the centre a reality?