LCBO Stores and Schizophrenia Society Of Ontario Join For First Time To Provide Support For 120,000 Ontarians Living With Schizophrenia

    TORONTO, Sept. 1 /CNW/ - Mental health is one of the most critical, and
costly, issues of our time and starting September 1, 2009, the public will for
the first time be able to support those living with schizophrenia by
contributing to a Schizophrenia Society of Ontario (SSO) donation box at any
of the 608 LCBO stores throughout Ontario. Supporting one of the most
devastating of mental illnesses, SSO donation boxes will be displayed at LCBO
checkout counters until September 30, 2009.
    "We appreciate the support we are receiving from the LCBO, its employees
and especially its customers, knowing that Ontarians are incredibly passionate
about addressing mental health issues in our society. The LCBO's province-wide
store network is a very effective way for us to raise awareness for
schizophrenia and for communities to generate the vital funds that allow us to
carry out our education, support, research and public policy programs."
comments Mary Alberti, Chief Executive Officer, Schizophrenia Society of
    Schizophrenia affects one in every 100 Canadians and has a profound
impact on their lives and the lives of all those who care for them - family,
friends, relatives and others. There are approximately 300,000 people who
suffer from schizophrenia in Canada, of which 120,000 live in Ontario.
    Known as youth's greatest disabler, schizophrenia generally strikes young
people at the prime of their lives, in their late teens or early 20s. 
Schizophrenia is a treatable brain disease, though when left untreated, can
cause delusions, hallucinations, and emotional withdrawal: at its most
extreme, this mental illness can, tragically, sometimes result in suicide.
    "We are pleased to partner with the Schizophrenia Society of Ontario,"
says LCBO President and CEO Bob Peter. "LCBO's customers and staff have always
responded generously to worthy causes and we appreciate whatever they can give
to help their fellow Ontarians."

    About the LCBO in-store donation box program

    The Schizophrenia Society of Ontario is one of 26 provincial and numerous
local charities that will benefit from the LCBO's province-wide donation box
program in 2009. Last year, $1.3 million was raised through LCBO's in-store
donation box program. In addition, LCBO's annual dividend transfer to the
Ontario government, which totaled $1.4 billion in fiscal 2008-09, excluding
taxes, supports a wide range of important government programs, services and
priorities, including health care and education.

    About the Schizophrenia Society of Ontario

    This year, the Schizophrenia Society of Ontario (SSO) celebrates 30 years
of offering a reason to hope and the means to cope to families and individuals
affected by schizophrenia. SSO works to improve the quality of life for those
affected by schizophrenia through education, support programs, public policy
and research. Further information is available at
    The Schizophrenia Society of Ontario thanks the public for its support
when shopping at their local LCBO store during September.

    /NOTE TO PHOTO EDITORS: A photo accompanying this release is available at Images are free to accredited members of the

For further information:

For further information: Media Contacts: Chantal Richard, Idea Workshop
(for SSO), Tel: (416) 504-3977 x23, Fax: (416) 504-1608, E-mail:; Chris Layton, LCBO Media Relations Coordinator, Tel:
(416) 864-6772, Cell: (416) 587-3729, E-mail:

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