Heather Sobey-Connors, Chair, Sobey Family Council and Trustee, The Sobey Foundation; Jennifer Gillivan, President and CEO, IWK Foundation and Board Chair, Canada’s Children’s Hospital Foundations (centred, left to right) and Sobeys Inc. teammates celebrate the launch of groundbreaking partnership, “A Family of Support” Child and Youth Mental Health Initiative, at Sobeys Aberdeen in Halifax, NS. (CNW Group/Sobeys Inc.)Heather Sobey-Connors, chair, Sobey Family Council and trustee, The Sobey Foundation; Jennifer Gillivan, president and CEO, IWK Foundation and Board Chair, Canada’s Children’s Hospital Foundations (centred, left to right) and Sobeys Inc. teammates celebrate the launch of groundbreaking partnership, “A Family of Support” Child and Youth Mental Health Initiative, at Sobeys Aberdeen in Halifax, NS. (CNW Group/Sobeys Inc.)

The Sobey Foundation and Sobeys Inc. have committed to donating and raising millions of dollars to help support child and youth mental health through a partnership with Canada’s Children’s Hospital Foundations.

"A Family of Support" Child and Youth Mental Health Initiative will fund local mental health programs to support specific provincial needs at 13 Canadian children's hospitals. The funding will help enhance access to long term mental health care for families across Canada.

"This initiative brings these two legacies together to support a mammoth need among Canadian families,” says Michael Medline, president & CEO, Empire Company Limited. “Our stores have an incredible legacy of contributing to their local communities and the wonderful Sobey family, through their foundation, has a proud history of championing mental health challenges. We're grateful to Heather Sobey-Connors for continuously championing this vital cause. We had started our work on this initiative before the COVID-19 pandemic and now the need has grown even greater. Together with the Sobey Foundation, CCHF, our teammates, customers and suppliers, we will build healthier tomorrows for generations to come."

The initiative is the broadest participation that Sobeys Inc. in its history, says Sandra Sanderson, senior vice president of marketing for Sobeys, during virtual press conference announcing the initiative.

Canadians will have the opportunity to donate to the initiative through an in-store fundraising campaign running from  at Sobeys Inc. banner stores including: Sobeys, Safeway, IGA, Farm Boy, Foodland, FreshCo, Lawton's Drugs, Thrifty Foods, Co-op, Need's Convenience, Pete's Frootique & Fine Foods, IGA Express, Sobeys Express, Rachelle Béry, and Voisin. Marchés Tradition and Bonichoix will run their fundraising campaign later this year. One hundred per cent of the funds raised will support local children's hospitals and their "A Family of Support" program.

"Now, perhaps more than any other time in recent history, people need to know that there are forces hard at work to carve out a clear path for mental health care and education," says , chair of the Sobey Family Council and Sobey Foundation Trustee. “The Sobey Foundation. "For too long, the path has been littered with obstacles and challenges for Canadian families. We have a responsibility to come together and be there for our children, and act as a dedicated support system to ensure they are not alone."

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