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Thirty-One Gifts Canada, Inc. and Canada’s Children’s Hospital Foundations Announce ‘Take Flight’ Mental Health Initiative

$100,000 Donation Kicks Off New Partnership During Mental Health Awareness Month Paired with ‘Gives Round Up!’ Giving Opportunity for Thirty-One Gifts Customers

TORONTO, ON (May 29, 2018) – Today, Thirty-One Gifts Canada, Inc. (Thirty-One) and Canada’s Children’s Hospital Foundations (CCHF) announced the launch of “Take Flight,” a brand new nationwide initiative to advance mental health services for children. The program’s goal is to expand care for families in need, assisting them in recovery from mental issues—freeing them to take flight and enjoy happier, healthier and more productive lives. The program kicked off with an initial $100,000 donation by Thirty-One, timed to Mental Health Awareness Month, and an opportunity for customers to join the cause when they make a purchase in the month of May.

Mental health is a critical issue that threatens the lives and wellbeing of children and families, and one that does not discriminate based on gender, race, or socioeconomic status. In Canada:
- 70 percent of mental health problems begin in childhood or adolescence ; preventing and managing these issues when they arise offers children and youth the best possible chance of thriving in adulthood;
- An estimated 1.2 million children and youth are affected by mental illness. However, only about 20 percent will ever receive the appropriate care ;
- By age 25, approximately 20 percent of Canadians will develop a mental illness ;
- The youth suicide rate is the third highest in the industrialized world .

“Families are a major focus for our ‘Thirty-One Gives’ charitable initiative, which reaches our 63,000 independent consultants in Canada and the U.S., our customers, and our communities,” said Cindy Monroe, Thirty-One Gifts founder and CEO. “As we continue to grow our presence in Canada, it is an honor to expand this commitment through Take Flight with Canada’s Children’s Hospital Foundations, an incredible organization that has brought remarkable, positive change to millions of lives.”

Thirty-One’s $100,000 donation this month will benefit 11 of CCHF’s 13 hospitals throughout Canada, to be used toward pediatric mental health services. It is the Ohio-based company’s first major charitable commitment in the country, following the appointment of two Canadian-based independent sales consultants to the Thirty-One Gives Care Council. Thirty-One has also selected 13 consultants to serve as community connectors to serve as the main liaison between the company’s independent consultants with the hospital representative in their province.

Thirty-One’s customers can help benefit this program and cause through a new promotion in May called, “Gives Round Up!” When they buy a Thirty-One product, customers have the option to donate by rounding up their purchase to the nearest dollar, after tax and shipping, or to make a donation of any amount that they choose. Donations are then committed to the nearest CCHF hospital location. Since 2012, Thirty-One has raised $2,000,000 USD through Gives Round Up! for its nonprofit partners in Canada and the U.S.

Funds donated through Thirty-One Gives and raised through Gives Round Up! will support the highest priority mental health needs in each hospital, such as research, education programs, and care. Through these efforts, Thirty-One and CCHF are supporting families by stopping the stigma surrounding mental illness and starting the conversation so that everyone can take flight.

“We are incredibly grateful for the support of Thirty-One Gifts through its Thirty-One Gives charitable initiative. I often say that if we change the health of children, we will change the health of our country. This is especially true of laying a good foundation for mental health among children,” said Mark Hierlihy, CEO, Canada’s Children’s Hospital Foundations.

For more information about Canada’s Children’s Hospital Foundations visit For more about Thirty-One and its charitable initiative, Thirty-One “Gives”, visit

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