United Way launches campaign to help growing number of people in critical need this winter

EDMONTON – United Way of the Alberta Capital Region is rallying residents of the metropolitan region to support our most vulnerable community members during a season of urgent need.

“Inflation has made it more difficult for people to pay for basic necessities like groceries, gas, and housing,” said Rob Yager, President and CEO of United Way of the Alberta Capital Region. “For the growing number of people in our region at risk of falling into poverty, these pressures are exacerbated.”

United Way’s winter fundraising campaign will support our region’s most vulnerable community members by helping fund immediate needs, such as food hampers, winter coats for families, and hygiene kits for houseless individuals. The campaign will also invest in wrap-around supports that help create pathways out of poverty including financial literacy programs and employment training.

“Many Edmontonians are facing incredibly difficult circumstances this year,” said Edmonton Mayor Amarjeet Sohi. “United Way has a long history of doing local good and working with community partners to address poverty, food insecurity, and social isolation. Their far-reaching impact is why City employees have chosen to support United Way’s campaigns for years.”

Through 100 programs, partnerships and initiatives, United Way supported nearly 250,000 people in the metropolitan region last year. More than 4,000 individuals accessed early learning and parenting supports – some through Norwood Child and Family Centre’s Parent Respite Program.

“Families turn to us for safe, short-term care for a wide variety of reasons. They may be socially isolated, struggling with mental health concerns, or experiencing family violence,” said Kathy Burgett, Program Director at Norwood Child and Family Centre. “By getting that break from caregiving, we give them time to catch their breath so they can move forward in a positive way.”

United Way has enhanced the Parent Respite Program by supporting higher wages for early childhood educators, new books for the centre’s growing Free Library and nutritious meals and snacks for children.

“United Way strengthens our work by helping fund meaningful wrap-around support for these families,” said Burgett. “Together, I know we are changing the trajectory of children’s lives in our community. At Norwood, we see it every day.”

Residents can help strengthen our region’s social safety net for those at risk of falling into poverty by supporting United Way’s campaign, which runs until the end of the year.

“Over the last couple of years, our community came together to overcome the critical hardships of the pandemic,” said Yager. “This winter, we can weather the current affordability crisis, along with mental health and social challenges, by coming together and wrapping around those in need with generosity and hope.”

To donate to United Way of the Alberta Capital Region visit, myunitedway.ca/donate.

Media Contact:

Carrie-Ann Lunde
Director, Marketing & Brand, United Way of the Alberta Capital Region
587-338-0615
[email protected]