Bell Media has combined its Winnipeg TV and radio entities this year to form the first annual Toy Mountain campaign.
Formerly known as the “Christmas Miracle,” the campaign launches today to collect toys and cash donations to be delivered to children in need this Christmas. And why not? The big day is exactly five months away.
Toy Mountain supports the local charitable efforts of the Salvation Army and Christmas Cheer Board, and will launch at the Winnipeg Goldeyes game at noon. New, unwrapped toy donations will be accepted from 11 a.m. to 1 p.m.
Participating stations include CTV Winnipeg, 99.9 BOB FM, 103.1 Virgin Radio, and TSN 1290. Other communities benefitting from Toy Mountain campaigns are Toronto and Ottawa.
“Together with our stations and local partners, we look forward to joining the Toy Mountain movement and serving those in need in our community by building a massive mountain of toy and cash donations,” said Mark Maheu, Bell Media Winnipeg’s vice-president and general manager. “In anticipation of helping more families celebrate the holidays and watching as miracles happen, we are thankful to those across the city whose support will make the season brighter for thousands in our community, regardless of the season.”
The campaign will culminate at St. Vital Centre in early December with a multi-day push from the stations to solicit last-minute toy and cash donations. Similar events will be held in the fall as well leading up to the holiday season.