This marks the next step toward distributing $6 Million CAD for mental health awareness by 2020 through the HBC Foundation's in Canada and the US

Download Image Courtesy of HBC

TORONTO, July 3, 2018 /CNW/ - Today, Hudson's Bay announced the launch of a new campaign - "The Future is Stigma Free" - and a corresponding exclusive t-shirt created in partnership with Canadian brand Wear Your Label. This initiative is the next step toward the commitment made in 2017 to distribute $6 million CAD by 2020 to support mental health services through the HBC Foundation's in Canada and the US.

100% of sales from the limited edition tee in Canada will benefit the Centre for Addiction and Mental Health (CAMH), Canada's largest mental health teaching hospital and one of the world's leading research centres in its field.

In addition, for each social media post (Instagram, Twitter) that uses #TheFutureIsStigmaFree, the Canadian HBC Foundation will donate $5 to CAMH*.
(*Up to $100,000)

The $33 unisex tee is exclusively available in sizes XS-XL on thebay.com.

SOCIAL MEDIA
We invite you to join #TheFutureIsStigmaFree conversation on social media.
@HudsonsBay

ABOUT THE CANADIAN HBC FOUNDATION
Established in Canada in 2005, the Canadian HBC Foundation is the charitable arm of Hudson's Bay Company, a diversified global retailer and the oldest company in North America. The foundation is a Canadian registered charity dedicated to making mental health a priority in every community by increasing understanding and improving access to care through the HEADFIRST program.

ABOUT CAMH
CAMH is Canada's largest mental health teaching hospital and one of the world's leading research centres in its field. CAMH is fully affiliated with the University of Toronto and is a Pan American Health Organization/World Health Organization Collaborating Centre. With a dedicated staff of more than 3,000 physicians, clinicians, researchers, educators and support staff, CAMH offers outstanding clinical care to more than 34,000 patients each year. The organization conducts groundbreaking research, provides expert training to health care professionals and scientists, develops innovative health promotion and prevention strategies, and advocates on public policy issues at all levels of government.

ABOUT WEAR YOUR LABEL
Wear Your Label is a social enterprise that promotes mental health and wellbeing through its product design, partnerships, and storytelling. Based in Canada, the company was founded by people struggling with mental health challenges. Designed by people who have gone through what you are going through.

SOURCE Hudson's Bay

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