The money will support: women’s mental health; women’s whole health; and women’s shelters to help those affected by domestic violence.
People can further support the effort by donating money with a credit or debit card or by using PC Optimum points here. All proceeds will be directed to a Canadian women's health charity.
Social media users can also go to the donation web page to save a graphic to share using the hashtag #ShoppersLoveYou.
One of the recipients will be Women’s Shelters Canada, which brings 14 provincial and territorial shelter organizations together and supports more than 600 shelters across the country for women and children fleeing violence. It was founded in 2009 and was incorporated and became a charitable organization three years later.
Women’s Shelters Canada’s mission is to help increase awareness to ensure that policies, legislation and regulations are informed by the experiences and insights of its members and to create opportunities to exchange ideas, learn and share resources.
More than 68,000 women and children find safety in women’s shelters every year, while many more receive outreach services, according to a 2019 Statistics Canada report.
Women’s Shelters Canada reported that same year that 55 percent of violence against women shelters can’t meet their operating expenses without fundraising.