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National mental health awareness campaign to aid local youth agency

Last Updated Oct 18, 2020 at 5:29 pm MDT

PHOTO. Supplied by Imperial Oil Ltd.

Imperial Oil Ltd. announced the launch of a national campaign supporting mental health organizations.

Laura Bishop, Communications and Community Engagement Manager for Imperial, said the company is taking action with ‘Fuel What Matters’

“The challenge is certainly real. If this year has taught us anything, it’s the importance of having a support network and resources in place to help heal and maintain a healthy mind during this very unpredictable and unprecedented time.”

Imperial partnered with hockey ambassadors Hayley Wickenheiser and Bo Horvat to encourage people to download the company’s Speedpass+ app.

“Until Oct. 28, for every time someone downloads the Esso or Mobil gas station Speedpass+ app, Imperial will donate five dollars to mental health organizations across Canada to a combined maximum of $140,000.”

The $140,000 goal is in recognition of Imperial’s 140th anniversary.

This year, Bishop said Fuel What Matters will support a children’s mental health agency in the region.

“We’re really excited to be partnering up with Wood’s Homes Stepping Stones Youth Services. They offer a safe place to stay, food, clothing, and a warm bed [for youth] who are not living at home or struggling with a current at-home situation.”

Imperial hopes to raise up to $10,000 for Wood’s Homes through Fuel What Matters.

Alexandria Carey, Team Lead with Stepping Stones Youth Services, said Wood’s Homes is fortunate to be part of this vision.

“It’s reinforced to our organization and our hard-working front-line staff that our programming and services are supporting mental health in children and adolescents the way it is intended to.”

Carey said Imperial’s initiative is one way to help society eliminate barriers to access in mental health.

Bishop added the campaign also seeks to help raise awareness in the community.

“Part of this campaign is also to raise awareness of mental health and create a safe place to talk about it. We really hope one of the outcomes is that people are encouraging others to feel like they can share how they’re doing. We often talk about physical health, particularly with COVID and symptoms, but it’s really important to be talking about mental health as well.”

Speedpass+ allows motorists to make express, contactless payment for gas and rewards at Esso and Mobil stations.

IMAGE. A digital mockup of the Speedpass+ app used at participating Esso and Mobil stations. Imperial will donate five dollars for every download of the app to mental health charities across Canada from now until Oct. 28, 2020. Supplied by Imperial Oil Ltd.


The campaign is open to all residents and runs until Oct. 28, 2020.

Participants can find more information about #FuelWhatMatters and download the app on Imperial’s website.

Last year, Imperial invested $15-million across Canada in innovation, sustainability, Indigenous leadership, and building capable and strong communities.