January 04, 2011 10:34 ET


Toronto celebrities join anti-poverty awareness campaign in Toronto

Attention: Arts/Entertainment Editor, Assignment Editor, City Editor, Lifestyle Editor TORONTO, ONTARIO MEDIA RELEASE--(Marketwire - Jan. 4, 2011) - Today marks the official start of Wear White 4 Windfall (WW4W), an annual public awareness campaign designed to increase awareness about poverty in the GTA while also raising important funds for Windfall's anti-poverty programs. Anne Mroczkowski, Karl Lohnes, Shawn Hewson, Dina Pugliese, Traci Melchor, Roger Petersen, and Kathryn Humphreys will be featured on posters travelling on TTC vehicles encouraging riders to participate and donate to the campaign. Windfall, an award-winning registered charity, collects new clothing and basic-needs items and distributes them, free of charge, to the GTA's neediest citizens through partnerships with 100 social service agencies.

"There are more than 500,000 Torontonians living in poverty today, and the family poverty rate in and around our city is on the rise. We can all do something small to make a big impact, and Wear White gives everyone a chance to help," says Yona Zukerman, Chair of WW4W. In addition to the celebrities featured on the TTC posters, many more are rallying up to help raise awareness of this important issue; Billie Holliday and Seamus O'Reagan will actively participate in one of the events organized in support of the campaign.

Along with the official day, January 27, events will take place around the city to raise money in support of WW4W throughout the month of January. Companies and organizations of all types can get involved by holding their own "white" activities and raising money for a great cause.


January 4 to 27
? Poverty awareness posters will travel the GTA on TTC's streetcars, buses and subways
? Vasanti Cosmetics will be donating $1 to WW4W for every new member who likes their Facebook page
? With every online purchase of Elizabeth Grant's specialty "The Socializer," 50% of the sales will be donated to WW4W

January 10 to 27
? H&M Canada will donate $1 for every new member who follows @hmcanada on Twitter

January 21
? Boehmer Restaurant will host a special Celebrity Bartending Night featuring some of the city's hottest personalities. Seamus O'Reagan and Billie Holiday will be amongst the celebs mixing drinks for campaign supporters

January 26
? H&M will host "Buy Design at H&M," an exclusive shopping night with part of the proceeds going to Wear White 4 Windfall. The event will feature complimentary entertainment, food, drinks and a discount on the season's latest fashions!

January 27
? The official WW4W Day - Wear white and donate $4 to support Windfall's anti-poverty programs. Businesses, offices, and other groups across the GTA will be participating. Donations can be made at or at any Alterna Savings location (
? Amber lounge in Yorkville hosts the annual private WW4W Party

January 29
? The Wear White Bridal Blowout Sale is one of the most anticipated events in the city. Windfall Brides Outlet will open its doors to the public for a day of great savings on brand name gowns and accessories with all proceeds going to WW4W. Location: 288 Judson St., Unit #17, in Etobicoke. Time: 11am to 2pm.

January is the month to help raise awareness about the problem of poverty, raise money, and Wear White 4 Windfall!

About Windfall:

Windfall, an award-winning charity, provides NEW donated clothing and other basic-needs items to 64,000 people in the GTA who are struggling with poverty. Over 21,000 of them are children. The items are distributed through 100 social service agencies, such as shelters for abused women and children, centres for newcomers to Canada and job-training programs. NEW basic necessities promote dignity and help increase life-improving opportunities. For every $1 spent to operate, Windfall puts $56 worth of NEW basic-needs items into the hands of those who need them most! MoneySense Magazine (Summer 2010) rated Windfall as Canada's most cost-efficient charity in the social service category.

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