"To embrace the lives of Canadians and facilitate adaptation and resilience for each individual through the health-illness continuum. Self–esteem awareness and enhancement to facilitate the well being of Canadians."
"To foster the legacy of change and build caring and empathy into the embrace of society."
Charitable purposes are:
- To advance education on topics about mental health wellness, bullying and self-esteem.
- To advance self-esteem research and development and provide and disseminate the results.
- To provide support/funds to other foundations and charities with a similar cause that qualify as donees.