World Vision launches "giving card" with charitable twist

New concept brings meaning to gift cards

MISSISSAUGA, ON, Nov. 30 /CNW/ - World Vision has launched a new "giving card" just in time for the busy holiday season. The first of its kind in Canada, the World of Change giving card allows recipients to pick an item from World Vision's charitable gift catalogue. With more than 80 gifts available, Canadians who receive this meaningful gift can choose from such items as malaria nets, antibiotics, agriculture kits and immunizations.

"The common misconception about a gift card is that it can be perceived as impersonal. But the World of Change giving card allows recipients to decide how they'll help a child or family in need," says Caroline Riseboro, director of Specialized Marketing. "If you're an athlete you can give soccer balls to a child, if you are a teacher you can give school supplies."

A poll conducted by Ipsos Reid on behalf of World Vision found that 82 per cent of women and 78 per cent of men - or eight in 10 Canadians - agree they'd rather receive something meaningful and memorable.

"Forget the traditional socks and sweaters; why not give a gift with a little edge," says Riseboro. "For example, this year we've added new gift options such as caring for street children, restoring a child soldier to safety, and protecting a child who has been sexually exploited."

A recent survey of retail spending and trends conducted by Deloitte found that 64 per cent of consumers plan to buy gift cards as presents for friends or family members. The survey also revealed that consumers are planning to spend an average of $35 per card, which is up from $28 last year and nearly back to the pre-recession average of $36 in 2007.

Available in denominations of $30, $50, $75, $100 and $150, recipients can redeem their World of Change giving cards online at and are offered across Canada, except in Quebec.

About World Vision:

World Vision is a Christian relief, development and advocacy organization dedicated to working with children, families and communities to overcome poverty and injustice. World Vision serves all people regardless of religion, race, ethnicity or gender. For more information, please visit

For more information on World Vision's gift catalogue, visit or call 1-800-844-7993.

For more information about the catalogue please visit

SOURCE World Vision Canada

For further information: For further information: or to arrange an interview, contact: Karen Flores, (905) 565-6200 ext. 3497, (416) 277-5563 (mobile),; Maria Roman, (905) 565-6200 ext. 2263,

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