Graphic designer Vivian Scinto's first grandchild, six-month-old Alexandra (known as Allie), along with her son, Tom Scinto, and daughter-in-law Lonnie Scinto, are all featured in images taken for the fundraising campaign.
This month, customers purchasing items at Wal-Mart will be asked if they want to donate to the Canadian Red Cross.
Tom works as a development officer out of the Canadian Red Cross' Ottawa office, and is responsible for organizing the Wal-Mart campaign. He said he needed people to pose for the images, so he “enlisted” his own family.
Those making a donation are given cards featuring a picture of Allie and another baby wrapped in a Canadian Red Cross blanket, or either Tom or Lonnie — posing as volunteers with the organization — holding the baby.
“I'm pretty tickled by it,” said Vivian, who is responsible for the design of Northern Life's news pages. “I'm especially proud for Tommy and Lonnie, because Tommy really works hard at (his job).”
Tom said the Wal-Mart campaign raised $2.9 million for the charity last year, and there's a $3-million goal this year. The partnership has raised $21.5 million for the Canadian Red Cross since 2003.
Whatever customers donate at the till is matched by Wal-Mart, he said.
“The funds from the campaign are being used to support local disaster relief and preparedness in the communities where the actual funds are raised,” Tom said. “The monies raised in Sudbury are to support activities in Sudbury.”
For more information about the campaign, visit www.redcross.ca.