Every winter, the SE Health Saint Elizabeth Foundation launches its Hope and Happiness Holiday Campaign, an initiative inspired by the compassion and generosity of Saint Elizabeth of Hungary. The tradition is rooted in caring for people who are “suffering, sick, hungry, and poor,” as described by Laura Sellon, Community Engagement and Communications Specialist with SE Health. She explains that the Foundation typically chooses “warm and cozy items that can easily be distributed in communities throughout Canada,” helping the team reach people who are often overlooked during the holiday season.
For the 2024 campaign, the Foundation selected bright red beanies branded with the SE Health logo: simple, meaningful items designed to offer comfort and connection in cold weather. According to Laura, “The goal of distributing these items is to support people experiencing homelessness and structural vulnerability in our community,” and the beanies allowed them to meet that goal “in a simplified manner while also building community connections and supporting various communities from British Columbia to Ontario.”
The Foundation selected a red beanie not just for its warmth, but for its practicality and emotional impact. Many people reached by the campaign spend long periods outdoors in winter, and Laura emphasized that the team “wanted to ensure our selected product would bring some type of warmth and comfort to the recipients.” This simple, thoughtful item helped create a consistent, meaningful experience for everyone the Foundation hoped to support.
The Foundation’s target audience includes both clients receiving SE Health services and people experiencing homelessness or other vulnerabilities. Reflecting on the scale of the initiative, Laura shared, “We were able to purchase 5,375 beanies,” which were distributed to 29 locations across Canada. Every one of those beanies found its way into the hands of someone facing hardship, whether through a homecare visit, a shelter, a women’s centre, a food bank, or paired with bagged lunches for people living outdoors. The result was a campaign that touched thousands of lives in a deeply tangible way.
When SE Health approached Genumark for support, the Foundation had one objective: stretch the budget as far as possible while staying true to the needs of the communities they serve. As Laura explained, “Our biggest objective was to maximize the budget in order to purchase as many pieces as possible.” Beanies were the preferred item because frontline staff reported they were consistently appreciated by recipients, and Laura noted that Genumark’s Brittany Manley “was very cognizant to offer selections that were cost-effective and high quality.”
During the sampling phase, Brittany noticed the original beanie design had sizing limitations. Instead of settling, she took the initiative to find a better-fitting option. Laura shared that Brittany “went above and beyond to find a large fit that would accommodate a wider cross-section of people who would be receiving them,” ensuring greater comfort and usability for all recipients.
Once the beanies were produced, they were shipped in pre-determined quantities to 29 SE Health service centres across Ontario, Alberta, and British Columbia. From there, Foundation Ambassadors (staff who understand their communities’ unique challenges) took the lead. Laura explained that Ambassadors “execute distribution with their teams as they see fit or where they know there is a great need within their community,” ensuring each beanie found its way to someone who would benefit from it.
Although the campaign isn’t a traditional marketing initiative, its success is measured in lives touched rather than conversions. Laura shared that “5,375 people received a warm winter beanie that they may not have otherwise had,” and emphasized the privilege of “being able to do social impact work that touches so many people across Canada.”
This was the second consecutive year the Foundation partnered with Genumark for the Hope and Happiness campaign. Reflecting on the collaboration, Laura said, “For the last two years it has been a pleasure to work with Brittany and her colleagues on this campaign. Brittany was responsive every step of the way and was always willing to offer suggestions when needed.”
Genumark is proud to support SE Health’s Saint Elizabeth Foundation as they continue to uplift communities across Canada. Together, we helped bring warmth and kindness to thousands of people during one of the most challenging times of the year. And with such a strong, collaborative partnership, the future of the Hope and Happiness Holiday Campaign looks brighter than ever.
