A glassy move by Dairy Farmers of Ontario

Dairy Farmers of Ontario’s glass is only half-full right now, but the group expects it to be completely full by Christmas Eve.

The organization and agency partner No Fixed Address have extended last year’s “Milk & Cookies” campaign to benefit Ontario’s children’s hospitals with the creation of an 18-foot tall glass in Toronto’s Distillery District that is being virtually “filled” with messages of support from people using the hashtag #FillUpWithLove.

The messages are being displayed on the glass—which appears to fill with milk as more messages are added—and are also being shared on screens in the province’s children’s hospitals: Toronto’s SickKids, London’s Children’s Health Foundation, Hamilton’s McMaster Children’s Hospital and Ottawa’s CHEO.

The goal is to have the giant glass completely filled with messages by Dec. 24, and then placed on the roof of Toronto’s SickKids alongside a giant cookie.

DFO and partners including Oreos parent Mondelez Canada, the grocery chains Metro, Sobeys, Fortinos and Longo’s, and dairy companies Lactalis Canada, Agropur and Saputo, are once again donating $500,000 to the province’s children’s hospitals.

“The ritual of milk and cookies is a time-honoured holiday tradition, which was the inspiration for this initiative to support patients and their families who aren’t able to celebrate at home,” said Sabrina Babooram, DFO’s director, community partnerships. “This year’s holidays are sure to be even more challenging for those spending it in the hospital due to necessary safety protocols, so we wanted to take our support a step further to help those affected in a safe and impactful way.”

No Fixed Address also handled media for the campaign, with additional support from CVS, wonderMakr and Airfoil Media on the glass component.

Chris Powell