Pink Shirt Day 2024 aims to spotlight ‘all kinds of kindness’

Photo via BGC SouthEast.

BGC South East and Big Brothers Big Sisters of KFL&A are again joining efforts to organize a far-reaching and impactful Pink Shirt Day campaign, presented by Terra Nova Truss. This year, Pink Shirt Day falls on Wednesday, Feb. 28, 2024.

According to a media release, dated Monday, Jan. 22, 2024, last year, the two organizations served over 7,200 local children and youth with anti-bullying and healthy development programs. This year, the campaign aims to boost the mental health of thousands of local kids.

“2023 showed us that kids are struggling to stay focused and positive, because their mental health has been through so many ups and downs over the last few years,” said Kylie Filion, Supervisor of Big Brothers Big Sisters of KFL&A. “Our mentoring programs provide specific tools that help children build coping skills and understand their emotions.”

The 2024 slogan, All Kinds of Kindness, aims to spotlight that all forms of kindness contribute to building an inclusive and connected community, according to the release. All proceeds from the sale of pink shirts fund anti-bullying and positive mentoring programs in Boys and Girls Club and Big Brothers Big Sisters programs.

“Pink Shirt Day allows us to show the community what the Club is all about: a safe place where youth grow with confidence to express themselves, and interact with people from all walks of life,” said Jahmaal Branker, Coordinator of Athletics & Fitness at BGC South East. “We see youth learn self-awareness through sports, and youth with social anxiety develop the confidence to make friendships… Our programs provide youth with new opportunities and positive influences that really change their lives.”

Showcasing its commitment to the cause, Terra Nova Truss has been the title sponsor of the campaign for over five years. The team celebrates the campaign by raising awareness of anti-bullying and proudly wearing pink shirts on Pink Shirt Day, the youth organizations shared.

“It is the firm belief of the Terra Nova Truss family that Pink Shirt Day is a way to give back to our community. The whole team takes pride in championing positive change and the campaign is aligned with the company values of building safe community spaces and investing in youth. Terra Nova Truss believes that developing a healthy community starts with developing healthy kids that have the skills and confidence to be our leaders of tomorrow. An investment in our youth is an investment in our future,” Terra Nova Truss shared in the release.

“The campaign has doubled in reach and impact over the last three years, which speaks to the need for these programs and our community’s commitment to building inclusivity,” said Jacqueline Collier, Board President at BGC South East. “We are incredibly grateful to Terra Nova Truss for showcasing community leadership in their continued support of the campaign.”

Pink Shirt sales are all completed online, via a secure Shopify account, with shipping or scheduled pick-up options available. The online store is now live and closes on February 5, 2024.

According to Amanda Guarino, Director of Resource Development and Communications for BGC South East, last year’s campaign spread more than 2,300 pink items across Kingston and the surrounding area.

“Children and youth in our programs participate in anti-bullying and mentoring activities that develop positive mental health, coping mechanisms, self-esteem, and belonging. We are hoping to grow the 2024 campaign to benefit even more kids!” she expressed.

“We encourage our community members to participate in any way they are able. Purchase pink items, share the campaign, and do acts of community service for those around you… We can all spark positive change in different ways,” Collier added.

For more information and to purchase a Pink Shirt, visit For sponsorship opportunities and large corporate orders, please contact Amanda Guarino, Director of Resource Development and Communications, at [email protected] or 613-507-3306 ext. 110.

Read more about the Pink Shirt Day movement:

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