Who: Hershey Canada
What: The company is working with BGC Canada (formerly Boys and Girls Clubs of Canada) to boost participation in Pink Shirt Day (Feb. 22).
To increase awareness on the day, the two organizations will be hosting an event at BGC St. Alban's Club in Toronto from 3:30 p.m. to 5:00 p.m.
Twenty additional BGC Clubs across Canada have also received funding from Hershey to help run Pink Shirt Day events locally, and provide clubs with Pink Shirt Day toolkits featuring activities and resources for club youth.
Pink Shirt Day also represents a key initiative for The Sweeter Together Project, Hershey Canada and BGC Canada's multi-year partnership that aims to drive inclusivity and create a sense of belonging for children and youth across Canada.
"We are thrilled to be partnering with BGC Canada for the third year of The Sweeter Together Project and Pink Shirt Day," said Ola Machnowski, senior director, marketing, Hershey Canada, in a statement. "BGC Canada's mission and mandate is so inspiring, and aligns with Hershey Canada's commitment to making a difference – and Making More Moments of Goodness – in different communities across the country, and globally. Our global company purpose is all about Making More Moments of Goodness, and we are excited to continue seeing this coming to life in our communities.”
Building on the success of The Sweeter Together Project initiatives established in 2022, the third year of the partnership also includes Reese’s DynamicDuo, a tie-in program to Hershey's NBA partnership that aims to make basketball more accessible for youth.
In 2023, Hershey will refurbish two BGC Club basketball courts and partner with BGC Canada to execute other basketball-related initiatives such as replacing backboards, replacing nets or providing player kits (i.e., jerseys, shoes and balls).
Additionally, the company will launch an in-store campaign this summer. With the purchase of every Hershey’s S’mores Kit, a portion will go towards supporting BGC Canada (up to a maximum of $40,000).