Safeway Making Muscles Campaign

Coming Together to Make Muscles Move Starting July 31st! (Kenora)

KENORA, ONTARIO--(Marketwired - July 25, 2014) - Today Muscular Dystrophy Canada and Safeway launched a campaign to "Make Muscles Move" in support of those affected by neuromuscular disorders. Muscular Dystrophy Canada is partnering with Safeway stores in Northwestern Ontario and Western Canada from July 31 - August 15, 2014, to raise funds to support the Safeway Mobility Grant program, post-secondary scholarships for young adults and to fund important research.

In the past six years the Safeway Mobility Grant program has provided 572 specialized pieces of equipment to Northwestern Ontario and Western Canadian families, totaling over $2.6 million. Families like the Nataraj family, who recently received a Safeway Mobility Grant and now believe they have received the amazing gift of independence and improved accessibility for their girls, Georgia 2 years and Charlotte 8 months. "We are the parents of two of the most beautiful girls in the world, and we wanted to build them a completely accessible home where their disabilities could be, for the most part, forgotten," shared Richard and Crystal Nataraj, parents to Georgia, and Charlotte.

"Safeway continues to raise much needed funds for research and to provide equipment through the Safeway Mobility Grants program for people with neuromuscular disorders," said Catherine Sherrard, CEO of Muscular Dystrophy Canada. "Safeway's generosity makes a huge difference in the daily lives of people within our community and by funding research also helps us get closer to our vision of finding a cure for muscular dystrophy," said Sherrard.

"Thanks to the generosity of our customers and the enthusiasm of our employees, we are making a significant difference in the lives of individuals and families living with neuromuscular diseases," said Chuck Mulvenna, President of Safeway Operations, Sobeys Inc. "We look forward to welcoming Safeway Mobility Grant recipients into our stores during the campaign so our customers have an opportunity to see first-hand the impact they are making through their donations."

From July 31 - August 15, 2014, Safeway customers are invited to make a donation when shopping at their local Safeway. With every $2.00 donation customers will receive 5 bonus AIR MILES Reward Miles.

Last year $994,269 was raised through a variety of in-store fundraising events and the Safeway Walk for Muscular Dystrophy. Since 2008, Safeway has raised over $7.5 million for Muscular Dystrophy Canada. Safeway is one of the largest corporate supporters of families living with disabilities in Canada and currently employs 300 people with intellectual and physical disabilities.