Heart & Stroke and Roots team up to help raise awareness during Heart Month


First-ever collaboration between two iconic Canadian brands will produce limited-edition toques and bracelets in support of Heart Month

TORONTO, Feb. 9, 2017 /CNW/ - Heart & Stroke is excited to announce a collaboration with Canadian lifestyle brand Roots. The new partnership kicks-off with a selection of limited-edition Roots items, including a Heart & Stroke toque that well-known Canadians are modelling on their social media channels this month. The Roots items feature the new Heart & Stroke logo that debuted last November. The sale of these unique items will go towards helping support the cause.

"Teaming up with an iconic brand like Roots during Heart Month will help raise awareness about the devastating impact that heart disease and stroke has on Canadians," says Geoff Craig, Chief Marketing and Communications Officer at Heart & Stroke. "In conversations with Roots, we discovered we share a passion for fighting heart disease and stroke, and a common vision for healthy lives."

"We're also enthused to be collaborating on a campaign that brings style and substance together; it is sure to reach a greater number of Canadians about the urgency of our cause," adds Craig. "We need Canadians' support to drive progress and produce the medical breakthroughs that save lives. We're excited to give people a way to 'wear' their support for Heart & Stroke!

"Roots is involved because heart disease tragically affects many of our employees, their families, our customers and communities coast-to-coast," said Jim Gabel, President and CEO, Roots Canada. "We believe through direct work with Heart & Stroke we can increase awareness and make a genuine difference in finding solutions to combat these terrible diseases."

Celebrity Partnerships

Heart & Stroke is asking Canadian celebrities, including actors, musicians and athletes to show their support for the organization by taking a picture of themselves wearing their Roots Heart & Stroke toque and then posting it to their favourite social media channel to help raise awareness on a larger scale.

But it's not just celebrities who can help. People across Canada can show their support for the fight against heart disease and stroke by snapping a photo of themselves wearing their Roots Heart & Stroke toque or leather bracelet and posting it with #MoreMoments. By literally wearing their hearts on their heads in Heart Month and beyond, Canadians can make a difference in raising awareness and supporting the cause.

About the Limited-edition Roots items

To get involved this Heart Month, visit roots.com to purchase an item from the limited-edition collection, including:

  • Limited-edition Roots Heart & Stroke Toque, CAD $26.00
  • Limited-edition Roots Heart & Stroke Leather Bracelets, CAD $10.00

In addition, starting today, Roots is furthering support of the cause by including a signature FAST Signs of Stroke leather tag with the purchase of every leather bag on roots.com during Heart Month.

For more information, please visit www.heartandstroke.ca.

About Heart & Stroke
Life. We don't want you to miss it. That's why Heart & Stroke works to prevent disease, save lives and promote recovery. We must generate the next medical breakthroughs, so Canadians don't miss out on precious moments.

Over the last 60 years, we have invested more than $1.45 billion in heart and stroke research, making us the largest contributor in Canada after the federal government. In that time, the death rate from heart disease and stroke has declined by more than 75 per cent.

Twitter Content
@TheHSF teams up with @RootsCanada to literally help you keep your heart on your mind this Heart Month. #MoreMoments


SOURCE Heart and Stroke Foundation

For further information: Ryley Murray, Senior Manager, Earned Media, Edelman, 416-849-2511, ryley.murray@edelman.com; or Teresa Roncon, Senior Manager, Communications, Heart & Stroke, W 647-943-3060 C 416-937-5307, teresa.roncon@heartandstroke.ca


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