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    Sobeys, Air Miles Reward Program Team to Help Kids

    Initiative aids Canadian youth at risk.

    Sobeys and the Air Miles Reward Program have brought back the "Help Us Help Kids Campaign" for the third year in a row. From March 22 to 30, shoppers across Atlantic Canada will get five bonus Air Miles reward miles when they make a $2 donation to not-for-profit organization Kids Help Phone when buying groceries.

    The fundraising and awareness initiative has raised over $100,000 since its inception. Donations will help the Kids Help Phone provide counseling to Canadian youth on any subject. Kids Help Phone is Canada's only free, 24-hour, bilingual and anonymous phone and online counseling, referral and information service for children and youth.

    "Young people today are dealing with new and more complex issues than ever before -- cyber-bullying, self-harm, gang violence, and much more," noted Tom McAllister, president and c.e.o. of Kids Help Phone, in a statement. "Corporate sponsors like Sobeys and the Air Miles Reward Program, and initiatives like Help Us Help Kids, ensure our professional counselors can be there, by phone and online, 24 hours a day with the counseling, information, and support that kids in Canada deserve."

    "When our customers make a donation to Kids Help Phone this week, they can do so knowing that the funds raised will go a long way in assisting children in our communities," added Sobeys Atlantic president operations Jason Potter.

    Air Miles reward miles can be redeemed for over 800 rewards, including movie passes, family attractions, electronic merchandise, sports and recreation, and travel.

    A wholly owned subsidiary of Empire Co., Ltd., Stellarton, N.S.-based Sobeys, Inc. owns or franchises over 1,300 stores in all 10 Canadian provinces under retail banners that include Sobeys, IGA, Foodland, Price Chopper, and Thrifty Foods, in addition to Lawtons Drug Stores.

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