Celebrate back-to-school heroes with personalized cakes from Baskin-Robbins and support local youth this September

Photo of group of kids running outside

World’s largest chain of ice cream specialty shops invites Canadians to celebrate the start of the school season with fundraiser in support of Boys and Girls Clubs of Canada

Toronto, Ont., August 29, 2018 – Summer is coming to an end, but there are many more reasons to celebrate according to Baskin-Robbins and Boys and Girls Clubs of Canada. Baskin-Robbins is offering families an opportunity to bring home a personalized ice cream cake while raising money for after-school activities at Boys and Girls Clubs that help children and youth develop the skills they need to succeed.

“Going back to school is an emotional time,” says Natalie Joseph, representative for Baskin-Robbins Canada. “Whether you’re feeling super excited or a little overwhelmed, September is a wonderful time to celebrate the heroism of children, teachers and even parents as they settle into a new school year.”

A survey conducted by Leger Marketing for Baskin-Robbins Canada reveals that 78 per cent of Canadian parents believe their child is excited to return to school and that 89 per cent of these same parents say they believe their children are ready for school. The same survey indicates that 95 per cent of parents of school-aged children believe that extra-curricular activities and after-school programs, such as those operated by Boys and Girls Clubs, are beneficial for their child.

“Throughout the country, Boys and Girls Clubs offer a lifeline to children who are looking for community, support and activities that build-up their character,” says Joseph. “There are wonderful charitable organizations doing great work across the country. Boys and Girls Clubs is one of them and we’re delighted to help them in this way this September, and beyond.”

To raise funds, Baskin-Robbins Canada will donate 31 cents from every personalized cake it sells during the month of September and invites guests to purchase a paper icon that is in the form of a child superhero. Baskin-Robbins hopes to raise $25,000 through this campaign. Earlier this summer, the brand raised an initial $3,738 for Boys and Girls Clubs of Canada through its National Ice Cream Month activities. The two organizations began working together in 2017.

“We are thrilled to join Baskin-Robbins Canada to celebrate back-to-school heroes,” says Owen Charters, President & CEO, Boys and Girls Clubs of Canada. “This generous fundraiser demonstrates an incredible commitment to families and communities across the country.”

To participate in the fundraiser, visit your local Baskin-Robbins shop or browse online at baskinrobbins.ca.

With the help of over 18,000 volunteers, 6,300 staff and caring corporate partners, Boys and Girls Clubs of Canada serves more than 200,000 kids each year in 700+ communities across the country. 69 per cent of alumni of the organization say a Club saved their life. For more information, or to make a donation, visit bgccan.com.

The online survey was conducted using Leger’s online panel.  August 17 to 20, 2018, and included 1,532 Canadians. The margin of error for this study was +/-7.4%, 19 times out of 20.

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About Baskin-Robbins Canada

Baskin-Robbins was founded in 1945 by two ice cream enthusiasts who shared a dream to create an innovative ice cream store that would be a neighbourhood gathering place for families. Today, Baskin-Robbins Canada operates 98 locations in Ontario, Quebec, Alberta, Manitoba and British Columbia.  More than 300 million people around the world visit Baskin-Robbins each year to sample from the more than 1,300 flavour creations available in its ice cream library, as well as enjoy its full array of frozen treats including ice cream cakes.

About Boys and Girls Clubs of Canada

Community-based services. Positive relationships. Life-changing programs. As Canada’s largest child- and youth-serving organization, Boys and Girls Clubs provide vital programs and services to over 200,000 young people in 700 communities across Canada. During critical out-of-school hours, our Clubs help young people discover who they are, what they can do, and how they can get there. Our trained staff and volunteers give them the tools to realize positive outcomes in self-expression, academics, healthy living, physical activity, mental health, leadership, and more. Since 1900, Boys and Girls Clubs have opened their doors to children, youth, and families in small and large cities, and rural and Indigenous communities. If a young person needs it, our Clubs provide it. Learn more at bgccan.com and follow us on Facebook, Twitter, and Instagram @BGCCAN.

Media contact and information:

Travon Smith

Torchia Communications

416-341-9929 Ext. 222

travon@torchiacom.com