Kia Victoria’s Fifth Annual 10,000 Socks Campaign: We’re now live!
N E W S R E L E A S E
Clean, dry footwear critical to overall health for those on the streets
Kia Victoria’s 5th annual 10,000 Socks Campaign: just $1 buys a pair of warm quality socks for someone in need.
It’s something that most of us take for granted – clean, dry footwear. But for people who are homeless
or precariously housed – especially at this time of year – clean, dry shoes and socks can make the
difference between daily survival and succumbing to health conditions that are exacerbated by wet, cold feet.
Starting November 1, Cool Aid, in partnership with Kia Victoria, is launching its annual campaign to
buy 10,000 pairs of warm socks for those experiencing homelessness in the capital region.
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For the 18th consecutive year, Cool Aid, along with Kia Victoria, La-Z-Boy Furniture and Perri’s Socks, are joining forces to raise $10,000 to buy 10,000 pairs of new socks for people experiencing poverty and homelessness in our community. The initiative, started by Michael Bloomfield and Congregation
Emanu-El in 2006, now sees the socks distributed to people through more than 20 organizations on
Southern Vancouver Island.
And the socks are desperately needed.
“More people than ever are living outdoors and often they never go inside,” said Kellie Guarasci, clinical nurse lead for Cool Aid. “And the majority of those people are wearing old shoes that are not at all warm or waterproof.”
Guarasci went on to say that unlike those of us who are housed and take our shoes off for several hours every day, many people living outdoors wear their shoes day and night, which can cause not only
discomfort but serious health concerns.
“We see lots of things when it comes to foot health,” Guarasci said. “Everything from needing help with
basic maintenance, to sores and lesions that can become infected and even lead to amputation if not
caught in time.”
According to Guarasci, dignity and nurturing also comes into play when people spend so much time
alone, outside, and without much physical contact. Just the small act of allowing someone to soak their
feet and then leave with a clean pair of socks can make a world of difference to physical and mental
wellbeing. Guarasci said that in the winter, she offers socks to almost everyone she sees at the Cool Aid Community Health Centre.
Thanks to generous donors, the campaign has distributed 142,520 pairs of socks worth close to
$600,000 to thousands of people. Cool Aid purchases the socks at a discount from Perri’s Socks and
La-Z-Boy Victoria donates the shipping.
In 2020, Kia Victoria joined the effort with a $5,000 matching campaign. And because Kia is matching donations up to $5,000, Cool Aid can buy even more socks.
“This is one of our charity campaigns that we look forward to most,” said Bethan Osterman of Kia
Victoria. “It is incredible to witness how such a small gesture can make such a giant difference to those
in need. We’re so happy to be a part of it for the fifth year in a row.”
This year’s campaign will run until November 30. Donations can be made at coolaid.org, by calling 250-383-1977 or at Kia Victoria.
The Victoria Cool Aid Society believes that no one should have to sleep on the street or go hungry and
that everyone deserves the dignity that comes with home, health and community. Cool Aid creates
opportunities for people who are homeless or living in poverty and makes a difference through housing
and shelter, health and dental care, and support services. Founded in 1968, Cool Aid helps more than
12,000 people every year – including more than 7,000 Community Health Centre patients – at locations
throughout the region.