Dazzling results for Breakfast Clubof Canada’s Help Them Shine campaign

Presented by Walmart Canada, fundraisingcampaign surpasses $3-million target

The Breakfast Club of Canada, in partnership withWalmart Canada, today announced the Help Them Shine Campaign has raised $3.4million dollars, making this the biggest fundraising campaign in theorganization’s history.

Between February 13 and March 7, Canadianswere invited to give to HelpThemShine.ca, either online or in-store bypurchasing a bookmark for $1. In addition to the more than $2.5 million raisedin-store and online, Walmart Canada donated $776,000 to support schoolbreakfast programs across Canada. Charitable promotions from Kraft and GeneralMills generated an additional $100,000. The funds received will be used tostart up new school breakfast programs and continue to offer wholesome,balanced morning meals to thousands of students across Canada.

“Walmart Canada remains committedto helping families in need. We are proud to partner with Breakfast Club ofCanada to help them deliver school breakfast programs to more than 1,200schools across the country,” said John Lawrence, director of corporate socialresponsibility for Walmart Canada.  “Thisyear’s record-breaking campaign shows just how much our associates, customersand vendors understand the important role a good breakfast plays in helpingkids learn.”

“We are extremely grateful to the administrationand staff of Walmart Canada. Their unflagging support is what made thiscampaign possible and, even more important, helped us make tremendous stridesin terms of our new peer-to-peer solicitation platform,” said Daniel Germain,President and Founder, Breakfast Club of Canada. “Their endorsement of the MakeThem Shine campaign has been instrumental in making this our biggestfundraising campaign ever.”

Blazing new trails

In addition to thecountry-wide cash register campaign, Walmart Canada provided support for thesetup of a new online donation platform to help the Club to make the most ofthe latest social media technologies. Canadians took to Facebook, Twitter,Google +, Instagram and YouTube to spread the word and encourage others to give.The introduction of a peer-to-peer campaign was a source of additionalmomentum, enabling the Club to make a giant leap forward and allow its many partnersto leverage their own social media platforms to get the message out.

Since teaming up with the Breakfast Club ofCanada 14 years ago, Walmart Canada has raised and donated more than $30 millionto this very worthy cause.