Family of Support is a child and youth mental health initiative launched by Sobeys in 2020. This year, UM partnered with the brand to launch a new campaign aimed at building an emotional connection with Canadians by leveraging real stories from patient ambassadors. 

The TV spot is supported by OLV, social, and an in-store fundraising campaign. All funds raised will support child and youth mental health programs at local children’s hospitals. 

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