Comfort Heart Initiative The Canadian Cancer Society
Elements:
Shared Values,Systems
Year: 1996
10 Alcorn Avenue, Suite 200 Toronto Ontario M4V 3B1 (416) 961-7223 (416) 961-4189
The Comfort Heart Initiative is the marketing of a small pewter heart, both hand-held and pendant versions, designed to provide comfort and solace in times of distress. The hearts sell for $10 each with net proceeds of $6 or more going to the Canadian Cancer Society. The financial goal is to raise $500,000.
The initiative is in loving memory of Mary Cole, who was diagnosed with cancer the same time as her daughter but did not survive. After experiencing cancer first-hand, this experience has been put to positive use by lending support and understanding to women with breast cancer.
The initiative launched in February, 1996, has now expanded across the Canadian Cancer Society network, the corporate sector and the media. Both corporations have purchased a significant number of hearts and distributed them to individuals living with cancer. As well, Bell Canada developed and produced all the sales collateral to further the initiative.
