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09/17/2021

Sobeys kicks off fundraising campaign in support of child and youth mental health

Consumers can donate at retail until Sept. 30 with 100% of proceeds benefitting local children's hospitals
Sobeys Inc. teammate proudly shows their support for the A Family of Support: Child & Youth Mental Health Initiative and its second annual fundraising campaign. (CNW Group/Canada's Children's Hospital Foundations)

Who: Sobey Foundation, Sobeys Inc., Canada's Children's Hospital Foundations (CCHF)

What: The second annual fundraising campaign in support of A Family of Support: Child & Youth Mental Health Initiative—a project created by the Sobey Foundation and 13 children’s hospital foundations.

Between Sept. 16 and 30, Canadians can donate at Empire-owned banners including Sobeys, Safeway, IGA, Farm Boy and Foodland, with 100% of the proceeds benefitting local children's hospitals and their respective child and youth mental health programs.

"If focusing on prevention and early intervention can keep kids safe and healthy while providing them the mental health support they need, then we can make a real difference for those families in need," said Empire president and CEO Michael Medline, in a press release.

"I've heard from so many of our teammates, customers and suppliers about how important this initiative is and how engaged they are in this cause. The results from the first year of our campaign were outstanding and I know that our entire team will push us to greater heights this year,” he added.

Launched in 2020, A Family of Support: Child & Youth Mental Health Initiative has raised more than $3 million for local mental health programs