ANNUAL REPORT 2016 - 2017
Table of Contents 06 About Easter Seals Canada Easter Seals is a trusted industry leader and Canada’s largest local provider of programs, services, issues-leadership and development for the disability community. Since 1922, we have worked to enhance the quality of life, self-esteem and self-determination of Canadians living with disabilities.
12 #unstoppABLE Campaign Having a disability can severely limit a person’s ability to access their world and enjoy the same experiences as their able-bodied peers. The #unstoppABLE Campaign features the accomplishments of three young people who have grown up with support from Easter Seals.
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ANNUAL REPORT 2017
20 Drop Zone The Easter Seals Drop Zone is a knee-shaking, heart-pounding, adrenaline-pumping fundraising adventure that encourages you to get out of your comfort zone and face your fears by rappelling from the top of a towering high-rise building – all in support of Canadians living with disabilities.
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About Easter Seals
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Drop Zone
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Remarks from Rhonda Rubin, Board Chair
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Paper Egg Campaign
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Access 2 Program
Remarks from Dave Starrett, President and CEO
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Treasurer’s Report
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Board of Directors and Staff
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Provincial Members
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National Partners
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Contact Us
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#unstoppABLE Campaign
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CENTURY 21 Kids to Camp Program
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Friends of We Care
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Safeway Feeding Ability Campaign
About Easter Seals Canada Easter Seals is a trusted industry leader and Canada’s largest local provider of programs, services, issues-leadership and development for the disability community. Since 1922, we have worked to enhance the quality of life, self-esteem and self-determination of Canadians living with disabilities. Serving a broad range of people—both children and adults—with varying physical, intellectual, sensory and learning disabilities, Easter Seals helps to ensure that all Canadians living with disabilities have access to the equipment, technology, programs, services and support they need to make the most of their abilities and reach their full potential. With the support of our donors, sponsors and partners, Easter Seals helps change the lives of children, youth and adults living with disabilities from coast to coast. At the provincial, regional and local level, Easter Seals delivers a wide range of transformative programs and services, which include: •
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Financial assistance and direct-to-client programs for mobility equipment, assistive technology, communication devices and learning aids to maximize independence and improve quality of life Incredible, life-changing summer camp programs for kids living with disabilities Sport, recreation and leisure programming to encourage active participation and enhanced well-being Education, job training, employment services and social enterprise initiatives to inspire positive and productive lives Scholarships and bursaries to support youth with disabilities in their pursuit for personal growth and achievement through continuous learning and higher education Rehabilitative and occupational therapy programs to improve life skills and optimize functional ability Residential and respite programs for families of children with disabilities and medical conditions Access 2 Program and Disability Travel Card to improve social inclusion and provide access to entertainment and recreational opportunities for people with permanent disabilities who require a support person
ANNUAL REPORT 2017
REMARKS FROM RHONDA RUBIN, BOARD CHAIR I am proud to have served as Chair of the Board of Directors of Easter Seals Canada in 2016-2017. Easter Seals is a recognized authority on disability matters and in helping to make our country more inclusive for those with disabilities. It has been an exciting year with our new CEO, Dave Starrett, at the helm as he is bringing fresh ideas, change and progress to our organization. Easter Seals Canada, with our provincial partners, continued to provide services to support citizens with physical, cognitive, sensory and/or learning disabilities in all provinces and territories to lead more active lives by being able to access equipment, programs and services which make the most of their abilities. This past year, we invested in a brand and marketing campaign for television and video production with the powerful unstoppABLE message. Our exposure was increased across the country through digital platforms, including 2800 television spots, and outdoor billboards. We appreciate the support from Astral, Pattison, Outfront and Dynamic Outdoor who offered media space at no charge. Facebook saw increased traffic and our ESC website had higher than the industry standard clicks. We are excited by the growth of this campaign and the continued building of our brand image. In November 2016, we were delighted to announce that we were accredited by Imagine Canada for operational excellence. Imagine Canada’s standards program seal requires a comprehensive review to ensure high and ethical standards not only in our fundraising, but also board governance, financial accountability and transparency, staff management and volunteer involvement. We have a number of national programs and initiatives that touch upon the lives of Canadians from coast to coast. Our Access 2 program shines as a great symbol of who we are and the people we serve across the nation. We are pleased to be able to improve the lives of so many Canadians who rely on support to enable their participation in community recreational and leisure activities. In regards to advocacy, National Office created a toolkit that provinces used in National Accessibility Week. We provided input to the federal dialogue on the new accessibility legislation through meetings with The Honourable Carla Qualtrough, Minister of Sport and Persons with Disabilities. We await the drafted legislation due in spring 2018 and look forward to building our established relationship with government and continue our involvement with the new Minister, The Honourable Kent Hehr. We are grateful for the receipt of bequests which contribute to our initiatives, our loyal sponsors (Amway, Booster Juice, Breakaway Experiences, Century 21, Cineplex, CREIT, Friends of We Care, J.P. Bickell Foundation, Kol Hope Foundation for Children, Red Apple and Safeway) and The National Advisory Council which continues to investigate strategic alliances. At the end of the fiscal year, ESC remains in a good financial position with a balanced budget.
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With increasing competition for charitable dollars and constraints in government funding, we must intensify our efforts through forging new partnerships and securing national corporate sponsors. Strategic efforts combined with dedication and hard work will help us to generate more funds. Our programs and services have a positive impact on the lives of an increasing number of Canadians living with disabilities. Our staff, volunteers and donors are deeply committed to the mission of Easter Seals and are our key to success by contributing as Directors, committee members, fundraisers and advocates, while providing valuable input into the services and programs for our consumers. We appreciate all those who support Easter Seals initiatives, give leadership to this organization, and help make Canadian society more inclusive for persons with disabilities. With this support, Easter Seals Canada is ready for the challenges ahead! Rhonda Rubin
Chair, Board of Directors
ANNUAL REPORT 2017
REMARKS FROM DAVE STARRETT, PRESIDENT & CEO
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his past year has been another one of growth for Easter Seals Canada as we continued down the path to strengthening existing relationships, while developing new ones. We streamlined our operating strategies across the board to enable us to achieve better results with fewer resources, thus allowing us to better support our constituents. A further and unexpected result of the streamlining was that we were able to view our organization with greater clarity and uncover new concepts, new ideas and new strategies that will lead to continued growth over the coming years. Our Development team, which I consider myself a part of, focused on meeting with more potential partners and donors, delivered more proposals and continued to nurture those relationships that have and will become, in the future, strong supporters of the Easter Seals cause.
Spring saw the launch of our “unstoppABLE” marketing campaign, which we consider a huge success, as our brand awareness within the entire Canadian landscape grew exponentially far above our budgeted costs. For that, I thank Heroes and Villains, our creative house and Cairns O’Neil, our media buying partner. The Access 2 Program, our collaboration with Cineplex Entertainment Group, and various other entertainment venues across Canada, also experienced great growth this year as we processed another 12,000+ membership cards and saw revenues increase by 30% year-over-year. As we look forward to next year, we will continue to search for more opportunities for growth, so that our members are able to meet the growing demand for more services, thus enabling Easter Seals to fulfill its mission of enhancing the lives of people living with disabilities across Canada.
Dave Starrett
President & CEO
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UNSTOPPABLE National Marketing Campaign
In 2016, Easter Seals Canada launched a new multimedia fundraising and awareness campaign airing on Corus specialty channels and appearing on transit shelters, column ads and interior transit cards across Canada. The national campaign, titled ‘unstoppABLE’, was the first large-scale effort Canadians have seen from Easter Seals in quite some time. The unstoppABLE campaign featured the accomplishments of three young people who have grown up with support from Easter Seals. Brandon Liston is a confident and charismatic speaker thanks to his role as Easter Seals National Ambassador. Zak Madell is a Paralympic wheelchair rugby athlete who, after only one year in the sport, led Team Canada to a silver medal at the 2012 London Paralympics. Victoria Chen is a top student, an accomplished pianist and a former Provincial Ambassador for Easter Seals Ontario.
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The campaign was designed to highlight how, with a lot of perseverance and some help from Easter Seals, kids living with disabilities can meet their ‘challenges’ head on and be unstoppABLE! The campaign creative was developed by Heroes & Villains, in conjunction with Hello Video who produced the video elements and photography. The media was planned and bought by Cairns O’Neill, who worked with Corus, Astral, Pattison and Outfront to gain additional exposure for Easter Seals through bonusing and PSA placements.
Name: Zak Age: 18 Hometown: Calgary, AB Abilities: Rugby Disabilities: None
ANNUAL REPORT 2017
UNSTOPPABLE
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See ability in disability
ANNUAL REPORT 2017
CENTURY 21 KIDS TO CAMP PROGRAM “…We are concerned with more than real estate; we are dedicated to improving the communities that our customers, and System members, call home. Easter Seals is our charity of choice, and our System members have contributed $114 million globally in support of families living with disabilities.”
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aster Seals Canada is proud to recognize and celebrate the tremendous fundraising achievement of our long-standing National Partner, CENTURY 21 Canada. In 2016, CENTURY 21 Canada and its System members raised an incredible $647,064 for Easter Seals— funds that provided amazing, time-of-theirlife summer camp experiences for over 300 kids living with disabilities across Canada Through participation in fundraising events, such as the Easter Seals Drop Zone and
Woman2Warrior, as well as the Closing Gifts for Kids program and countless other local fundraising efforts, CENTURY 21 System members generously donated their time and money to make this incredible achievement possible. What’s even more impressive is that of the Top 10 CENTURY 21 companies in Canada, eight placed in the Top 21 highest fundraising companies in all of North America!
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Not only did a number of CENTURY 21 offices and companies go the extra mile, but there were also dozens of individual System members who seemed to make it their personal mission to change the lives of kids living with disabilities. For these special individuals, Easter Seals and CENTURY 21 Canada created the Kids to Camp Club.
Having already welcomed 35 members in its inaugural year, Easter Seals is thrilled to acknowledge the 51 System members who achieved C21® Kids to Camp Club membership in 2016.
Easter Seals is grateful for the support of CENTURY 21 Canada, its System members and their families, friends and clients. Launched in 2015, the Kids to Camp Club is Through their generosity in 2016, more than an exclusive “Club” of CENTURY 21 Canada 300 kids living with disabilities were given System members who raise at least $2,100 the opportunity to experience the power in a calendar year to send kids living with of Easter Seals fully-accessible summer disabilities to Easter Seals’ fully-accessible camp—a magical place that encourages summer camps. independence, instills confidence, boosts self-esteem and changes a life forever.
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ANNUAL REPORT 2017
FRIENDS OF WE CARE In 2016, Friends of We Care raised $1,180,000 helping to send thousands of kids to camp!
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riends of We Care is a network of 84 Member Sponsor organizations from the Foodservice and Hospitality industries united by the common goal of changing the lives of kids living with disabilities. Since 1983, manufacturers, distributors, operators and brokers, as well as cold storage, management and marketing companies have lent their time, money, and their hearts to help send Canadian kids living with disabilities to Easter Seals’ specialized, fully-accessible summer camps. Member Sponsors are an integral part of Friends of We Care as their annual membership fees cover all of the organization’s operating expenses. That means 100% of the funds raised through donations and various special events across the country, go directly to funding lifechanging camp experiences for kids living with disabilities. Friends of We Care is Easter Seals Canada’s largest and longest-standing National Partner. Through a variety of fundraising events and the annual contributions of its members, Friends of We Care raises over $1 million annually in support of Easter Seals’ summer camp programs.
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Through a variety of fundraising events and the annual contributions of its members, Friends of We Care raises over $1 million annually in support of Easter Seals’ summer camp programs.
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ANNUAL REPORT 2017
HELP FEED ABILITY With the incredible support of Safeway and the generosity of its customers, the 2016 Help Feed Ability campaign raised $171,126.75 for Easter Seals!
From June 29 to July 4, Safeway customers across Western Canada and the Prairies were asked to donate $2 at the checkout in support of the Help Feed Ability campaign for Easter Seals.
Easter Seals provincial organization staff, volunteers and supporters, as well as Easter Seals families were on-site in Safeway stores across Canada to launch the campaign and add extra excitement and increase awareness.
Funds raised through the Help Feed Ability campaign supported the Safeway Feeding Ability Program, as well as once-in-a-lifetime summer camp experiences for children living with disabilities and their families. As an added incentive, every $2 that a customer donated at the checkout earned them 5 bonus AIRMILES reward miles.
Events and activities included: a celebrity cook-off challenge, a camp-inspired art competition, cupcake sales, campaign launch celebrations, media events and other initiatives designed to build awareness around the campaign and generate interest from Safeway customers.
Along with the fundraising effort, the Help Feed Ability campaign also included a variety of in-store activities, promotions and other customer engagement activities.
With the incredible support of Safeway and the generosity of its customers, the 2016 Help Feed Ability campaign raised $171,126.75 for Easter Seals!
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ANNUAL REPORT 2017
DROP ZONE The Easter Seals Drop Zone is a knee-shaking, heart-pounding, adrenaline-pumping fundraising adventure that encourages you to get out of your comfort zone and face your fears by rappelling from the top of a towering high-rise building – all in support of Canadians living with disabilities.
For more than 90 years, Easter Seals has challenged Canadians with disabilities to live life actively, embracing opportunities and pushing the boundaries of what they think is possible for themselves. The Easter Seals Drop Zone once again challenged participants to do exactly that!
challenged themselves and changed lives, by participating in 13 local Drop Zone events across Canada.
Thanks to a monumental effort and the generosity of all our rappellers, sponsors, donors and volunteers, the 2016 Drop Zone raised more than $1 million – helping to ensure that all Canadians with disabilities Ordinary Canadians once again have access to the life-changing summoned their courage, donned equipment, technology, programs their superhero capes and faced and support services they need their fears for the 2016 Easter Seals to make the most of their abilities. Drop Zone. Beginning in St. John’s, A special thanks to our National NL on August 6 and wrapping up Founding Sponsor, CREIT; our in Montreal. QC on September National Hero Sponsor, Amway 28, brave individuals across Canada; our National Sponsors, Canada fundraised and rappelled Breakaway Experiences and Tacten from downtown skyscrapers Industrial Inc.; and our National all over the country in support Team, CENTURY 21 Canada! of Canadians with disabilities. With racing pulses and sweaty palms, more than 600 daring participants
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CREIT Canadian Real Estate Investment Trust (CREIT) is Founding Sponsor of the Easter Seals Drop Zone and helped to pioneer one of the most exciting fundraising events in Canada. Since 2005, CREIT has been a strong supporter of the Easter Seals Drop Zone. In addition to lending its buildings for the cause, CREIT also encourages its employees and business partners to participate in or sponsor the event. “The message we’re trying to get out is…Are you willing to do something that you’re afraid to do or that you don’t want to do, to help someone else?” says Stephen Johnson, CEO of CREIT.
AMWAY Along with their support as a National Hero Sponsor of our Drop Zone events, Amway Independent Business Owners (IBOs) and employees also challenge themselves and change lives by joining Team Amway, participating in Drop Zone events across Canada and raising money to support Easter Seals. “Through support of initiatives like the Drop Zone, we’ve been able to work with our employees and IBOs towards a common goal,” says Jim Ayres, Managing Director, Amway North America. “One which defines our company – helping people live better lives.”
BREAKAWAY EXPERIENCES With the support of Breakaway Experiences, Easter Seals is encouraging Canadians of all abilities to challenge themselves and changes lives by participating in Drop Zone events across the country. “Breakaway Experiences is very excited to be working with the Easter Seals Drop Zone,” says Dan Brennan, Chief Experience Officer at Breakaway Experiences. “At Breakaway Experiences, we are all about getting people doing those unique, exciting experiences they would normally never do, but have always wanted to try. It’s a great fit for us to be working with an adventurous event that raises awareness and funds so that EVERYONE can check something off their bucket list.”
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ANNUAL REPORT 2017
PAPER EGG CAMPAIGN
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t’s amazing what a small act can do. Buying a $2 paper egg doesn’t sound like much, until you see hundreds of paper eggs hanging on the store wall with the names of the people who bought them. Imagine hundreds of store walls just like that one across the country.
From March 20 – April 16, 2017, communities across Canada came together to raise funds for Canadians living with disabilities through the annual Easter Seals Paper Egg Campaign. This spring, our local and national sponsors across the country encouraged their customers to purchase colourful Easter Seals paper eggs at the checkout for $2 ($1 in Saskatchewan) — placing the eggs on store windows and walls to create a powerful display of support. Over $700,000 was raised nationally! These proceeds help to fund transformative and life-changing programs for Canadians living with disabilities, including the equipment, programs, services and support they need to make the most of their abilities and become #unstoppABLE!
RED APPLE / THE BARGAIN SHOP! Through the efforts of the Red Apple Cares Committee and Head Office team, as well as all the District Managers, Store Managers and Associates across Canada, more than $130,000 was raised in support of Easter Seals’ programs and services for Canadians living with disabilities. This year, Red Apple Stores Inc. celebrated a milestone—10 years as a National Sponsor of the Easter Seals Paper Egg Campaign! After a decade of generosity, we are extremely grateful and incredibly proud to recognize the tremendous support and commitment of Red Apple Stores Inc. in raising nearly $1.4 million to help Canadians living with disabilities become unstoppABLE!
BOOSTER JUICE As a National Sponsor of the Easter Seals Paper Egg Campaign since 2010, Booster Juice has been instrumental in helping Canadians with disabilities become unstoppABLE! This year, Booster Juice and their customers all across Canada raised $80,000 to support Easter Seals in the 2017 Paper Egg Campaign. Since joining the Campaign as a National Sponsor, Booster Juice stores across the country have raised more than $345,000 for Easter Seals programs and services, helping to transform the lives of countless families living with disabilities! 25
ACCESS 2 PROGRAM ith the support of all our proud partner venues and fantastic cardholders, W Access 2 has emerged as a national leader in helping create opportunities for individuals with disabilities and raising awareness about the importance of accessible venues.
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he award-winning Access 2 Program is a collaborative
partnership between Easter Seals and over 500 movie theatres, cultural attractions, entertainment venues, and recreation facilities across Canada. Designed for people of all ages
Access 2 Card at any participating venue partner, their support person receives free admission; the cardholder pays regular admission. Since launching in 2004, the Access 2 Program has emerged as a national leader in promoting and celebrating social inclusion
who have a permanent disability and require the assistance of a support person, the goal of the Access 2 Program is to improve
and opportunities for active social participation amongst the disability community in Canada.
social inclusion and provide access to entertainment, cultural and recreation opportunities and experiences without any added financial burden.
Just as important, the Access 2 Program has also been at the forefront of raising awareness about the importance of accessible spaces, equal
When an Access 2 cardholder (the individual with the permanent disability) presents their valid
opportunity, and working collaboratively to create a more inclusive, more accessible Canada.
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ANNUAL REPORT 2017
ANNUAL REPORT 2017
TREASURER’S REPORT Assets Current Assets Long-Term Investments Other Assets Property and Equipment Total
2017 424,649 1,497,911 0 15,871 $1,938,431
Liabilities and Net Asset Balances Current Liabilities Deferred Contributions Net Assets Total
138,871 121,960 1,677,600 $1,938,431
Revenue Provincial Member Fees Donations Easter Seals Fundraising Committee Program Funding and Cost Recoveries Investment Income (loss) Bequests and Other Total Expenses General National Programs Easter Seals Fundraising Committee Disbursements to Provincial Members Bequests to Members Total Surplus of revenue over expenses
414,024 24,857 2,660,925 406,240 164,303 25,160 $3,695,509 533,767 202,251 1,029,909 1,916,891 0 $3,682,818 $12,691
ANNUAL REPORT 2017
MEMBERS OF THE BOARD OF DIRECTORS Rhonda Rubin, Chair
Craig Munro, BC
Stan Lautsch, Vice-Chair
Gail Smidt, MB
Dale Briske, Past Chair
Doug Bridgman, Director at Large
John Herhalt, Treasurer
Dale Briske, Director at Large
Mark Bradbury, CEO’s Committee
Debbie Couch, Director at Large
Regan Lewis, PEI
Michael Duffy, Director at Large
Adriana Dolnyckyj, NS
Denise Durfy, Director at Large
Anne Ewen, AB
Jim Greenway, Director at Large
Glen Hughes, NB
Marc-Antoine Laporte, Director at Large
NATIONAL OFFICE STAFF Dave Starrett President & CEO
Juliette Hau Executive Assistant
Lisa McKeen Vice President, Development
Acton Clarkin Programs Manager
Frank Williamson Director of Finance
Emily Stork-Benes Programs Administrator
Alex Krievins National Director of Programs & Development
Sheila Zupanic Administrative Assistant 31
ANNUAL REPORT 2017
PROVINCIAL MEMBERS Easter Seals Canada is a federated organization, with provincial offices representing all provinces and territories. A national Board of Directors, made up of members representing each province, support a national staff and provincial organizations that plan and deliver all programs, services and fundraising activity across the country.
Easter Seals Newfoundland and Labrador Easter Seals Nova Scotia Easter Seals New Brunswick Easter Seals Prince Edward Island Quebec Society for Disabled Children / Easter Seals Quebec Easter Seals Ontario Society for Manitobans with Disabilities / Easter Seals Manitoba Saskatchewan Abilities Council / Easter Seals Saskatchewan Easter Seals Alberta Easter Seals British Columbia & Yukon / The British Columbia Lions Society for Children with Disabilities
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ANNUAL REPORT 2017
NATIONAL PARTNERS We are proud to work with our generous national partners. Without you we would not be able to provide Canadians living with disabilities with programs and services that truly change the quality of their lives.
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THANK YOU TO OUR SUPER HEROES!
ANNUAL REPORT 2017
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Easter Seals Canada 40 Holly Street Suite 401Toronto Ontario M4S 3C3 Phone: 1 877 376 6362 Website: easterseals.ca Twitter: @easterseals Facebook: facebook.com/eastersealscanada
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