Jacob and Free The Children join forces to prove that "Helping others never goes out of style" - Nationwide t-shirt campaign in 170 Jacob stores to raise $100,000 to empower thousands of Canadian youth to change the world

       Until October 28th, customers can make a difference with a simple t-

    MONTREAL, Oct. 20 /CNW Telbec/ - Leading Canadian women's fashion
retailer Jacob and Free The Children have joined forces to empower thousands
of young women through a nationwide t-shirt campaign to raise $100,000 for the
organization, recognized as largest network of children helping children
through education.
    The campaign will run until October 28th in 170 Jacob and Jacob Connexion
stores across Canada, including 50 in Quebec. Using the slogan "helping others
never goes out of style" for its limited edition t-shirts, Jacob aims to
spread Free The Children's inspiring Me to We philosophy - about finding
purpose and happiness through volunteerism and social action - to customers as
well as the company's 3,000 employees.
    "We encourage all our customers and employees to become involved in this
important campaign, through which 100% of profits will be donated to Free The
Children's youth empowerment and leadership programs in Canada," said Joseph
Basmaji, President and CEO, Boutique Jacob Inc. "Jacob is proud to support
Free The Children's Me to We movement and philosophy, which embraces the idea
that we can all build a better world by reaching out to others."

    Special in-store event with Craig Kielburger

    Craig Kielburger, Co-Founder and Chair of Free The Children joined Jacob
Owner and Vice-President of Corporate Social Responsibility Odette Basmaji for
a special event today at Jacob's Les Ailes de la Mode store in downtown
Montreal. The first 150 customers who purchased a campaign t-shirt received a
copy of Kielburger's New-York Times best-selling book, "Me to We: Providing
meaning in a Material World". Each purchase was also complemented by a
fashionable reusable Jacob bag, one of the company's initiatives to help
reduce its impact on the environment.
    A group of youth from local high-schools was invited to the event,
providing them with a unique opportunity to meet Craig Kielburger, one of
their personal heroes. This event also follows the first ever national Me to
We Day event hosted by Free The Children at the Ricoh Centre, Toronto on Oct.
19th, which celebrated the commitment of youth all over the country to
actively engage in volunteer and fundraising activities throughout the school
    Jacob is also collaborating with Me to We Responsible Style, a social
enterprise that works in support of Free The Children.

For further information:

For further information: Cristelle Basmaji, Jacob, (514) 267-9081,
www.jacob.ca; Alem Tedeneke, Free The Children, (514) 773-8450,

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