Sobeys is\u00a0making child and youth mental health its biggest cause effort to date by partnering with 13 children\u2019s hospital foundations, an effort buttressed by a mass ad campaign.<\/p>\n
Through the \u201cA Family of Support\u201d initiative, Sobeys and the Sobey Foundation have committed to donating and raising \u201cmillions\u201d of dollars to supporting mental health programs being run at 13 children\u2019s hospitals and healthcare facilities. There isn\u2019t an exact goal being set at this point; Michael Vels, Sobeys\u2019 EVP and CFO,\u00a0said during a virtual announcement that this would be a long-term initiative that would see a significant investment.<\/p>\n
\u201cThis will be, in fact, the broadest\u00a0participation in a collective cause, that we have ever had in our company\u2019s history,\u201d according to\u00a0Sandra Sanderson,\u00a0senior\u00a0VP\u00a0marketing for\u00a0Sobeys. While this is the first time the grocery banner is addressing this issue through\u00a0a national push, she tells\u00a0strategy<\/em>\u00a0that it\u00a0builds on its other CSR pillars, which have been built around ensuring Canadians can have healthy bodies and healthy minds.\u00a0That\u2019s been done through donations to individual children\u2019s hospitals, as well as partnerships with\u00a0Special Olympics Canada, local food banks, meal networks and student nutrition programs, all which she says will continue.<\/p>\n Funds will be used to implement a diverse range of mental health programs to help more children and youth access the help they need. Canadians\u00a0will also be able to donate to an in-store fundraising program, which will run from\u00a0Sept. 17 to\u00a0Oct. 1.\u00a0and help\u00a0the 13\u00a0children\u2019s hospitals address different gaps and unique needs.<\/p>\n For example, the Alberta Children\u2019s Hospital Foundation will be using funds to help address a shortage of scientific knowledge when it comes to youth mental health, which has kept treatment and prevention strategies from advancing. SickKids will expand access to neurological assessments for children in its care, as 40% of children with a physical illness end up facing mental health challenges as well.\u00a0Several others\u00a0will be addressing the need for improved mental health services in emergency and crisis care, while both the CHEO Foundation and McMaster Children\u2019s Hospital will be improving services for youth and teens with suicidal ideation.<\/p>\n The community investment\u00a0has been in development for two years, as the brand considered ways it could have the greatest impact. It settled on a national program that could use its scale and reach to raise the most funds,\u00a0but\u00a0implemented through local community organizations to more directly address needs.<\/p>\n