Partnership Supports Vulnerable Populations

#YQGStandsStrong T-Shirt Campaign Contributes $4,000 to the Windsor Essex COVID Care Coalition

In March, Windsor Mayor Drew Dilkens partnered with Tourism Windsor Essex Pelee Island (TWEPI), BB Branded Boutique and the United Way to launch the #YQGStandsStrong t-shirt.

Locally designed and printed, the t-shirts highlight TWEPI’s social media campaign designed to share good news stories and images of our region, and to lift community spirit during the global coronavirus pandemic.

The popular shirts have been on sale online with $5 from each shirt sold going to support the work of the Windsor Essex COVID Care Coalition operated by the United Way.

Owing to the tremendous level of local support for the keepsake product, BB Branded presented a cheque for four-thousand dollars to the United Way. This funding will be used to help fund youth virtual engagement and online learning support for vulnerable children and youth in Windsor-Essex County.

A limited number of t-shirts remain available for purchase through BB Branded Boutique.

Windsor Essex COVID Care Coalition

In March, the Emergency Food Action Coalition changed its name and broadened its mandate to develop a coordinated response to emerging issues related to the COVID-19 global pandemic. As the “Windsor Essex COVID Care Coalition,” the group sought community-wide collaboration and financial support to ensure that service providers could maintain essential services for our most vulnerable residents. See list of over 20 community partners. Generous donations to the coalition have supported basic needs, community services, mental health initiatives and support for seniors and youth facing isolation.


Drew Dilkens, Mayor, City of Windsor:

“The COVID-19 global pandemic has impacted our lives and our community in complex ways. Across Windsor-Essex, individuals, families, businesses and organizations have stepped up to help make a difference. Together, we’ve shown how YQG Stands Strong. This homegrown t-shirt campaign was about taking that message of hope and using it to support those who most need a helping hand. I’m grateful to have teamed up with BB Branded, TWEPI and the United Way on this initiative, and I’m thankful for the work each of these groups undertakes to support a strong and connected Windsor-Essex.”  

Gordon Orr, CEO, Tourism Windsor Essex Pelee Island:

“We were more than delighted that the BB Branded team wanted to combine their brand with our campaign and help amplify the good news stories and images about our region. Based on the size of the donation today, it’s also great to see how a social media campaign like #YQGStandsStrong can be supported by the community and help make a difference with the funds raised from each t-shirt purchase. A partnership we can all be proud of.”

Lorraine Goddard, CEO, United Way/Centraide Windsor-Essex County:

"United Way/Centraide Windsor-Essex County is pleased to accept this generous donation on behalf of the WE COVID Care Coalition. We are honoured to have been part of this collaborative initiative with BB Branded, TWEPI and the City of Windsor where the impact is even greater thanks to the support of the Windsor-Essex community. The funds raised through the #YQGStandsStrong campaign will help fund youth virtual engagement and online learning, ensuring vulnerable children and youth in Windsor-Essex County receive the tools and resources they need to remain successful now and going forward.”

Ayad Saddy, Co-Owner, BB Branded Lifestyle & Sneaker Boutique:

“The BB Branded family is honoured to be a part of this community initiative. We believe in investing back into our city so we can always stand strong together.”

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For more information on the City of Windsor, visit or call 311.  

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