Who: Sid Lee, IGA, Carat Canada and Québecor.

What: “Tough Cookies,” a new fundraiser for the Fondation Charles-Bruneau, a 29-year-old Quebec organization that raises funds for paediatric cancer research.

When & Where: The in-store activation is being supported by a broad-based awareness campaign that includes video, radio, print, billboards, web banners and point-of-sale displays. It runs through June 12.

Why: A long-time sponsor of the Fondation Charles-Bruneau, IGA is employing a new tactic for soliciting customer donations without playing the so-called “pity card.” The solution: it is selling temporary tattoos in stores.

How: IGA is selling five temporary tattoos—two broccoli versions, a cookie, and a singing potato—for $2. Each tattoo can be brought to life via the Facebook app, using AR technology. IGA is also promoting the program through an association with well-known Quebec anchorman Pierre Bruneau, the who lost his son Charles (the foundation’s namesake) to cancer 31 years ago. The campaign was teased with Instagram images of Bruneau in a tattoo parlour, while the official kick-off was based on interviews on the Quebec shows Sucré Salé and Salut Bonjour.

And we quote: “Children who have cancer go through so many hardships. They’re real tough cookies. We wanted to pay tribute to them and encourage them, but we also wanted to make them laugh. So we looked for a way to raise money for the Fondation using a positive message that wouldn’t play the pity card, and that everyone could participate in.” —Julie Desrochers, creative director, Sid Lee.