LCBO Launches Annual “Giving Back in our Community” Campaign

Toronto, Ontario – Holidays are a time for giving and LCBO customers are invited to get into the spirit of the season through the organization’s annual Giving Back in Our Community campaign. Funds collected through the in-store campaign, which runs from Friday, December 1 through Sunday, December 31, benefit Mothers Against Drunk Driving (MADD Canada), Children’s Health Foundation, McMaster Children’s Hospital Foundation, SickKids Foundation and Children’s Hospital of Eastern Ontario (CHEO) Foundation.

“Every December we ask our staff and customers to help us raise money for these worthy causes – and every year their passion and generosity shows,” said George Soleas, President & CEO, LCBO. “Since we began the Giving Back in Our Community campaign seventeen years ago, we have raised an impressive $30 million. I am incredibly thankful and proud that, through this fundraising program, we are able to help make a positive difference to the people and communities served by these five exceptional organizations.”

All LCBO retail locations, over 660 across the province, take part in the campaign which last year raised a record $5.6 million. Donation boxes will be displayed at LCBO checkout counters and customer service representatives will invite shoppers to add a $2, $5 or $10 donation alongside their purchase.

Money raised is directed to MADD Canada’s School Assembly program, through which over half a million students every year see presentations like The Pact, helping them make smart choices that  keep themselves and their friends safe from impaired driving, and the newly-launched SmartWheels mobile RV classroom, which  visits elementary schools across the province and, through an interactive experience, educates students about risks and responsibilities at an even earlier age.

Fundraising efforts also help improve the lives of thousands of children who rely on health care professionals at Ontario’s four children’s hospitals for specialized treatment, therapy and services. Proceeds support alcohol-related education, treatment and prevention programs, much needed hospital equipment and ground-breaking research.

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