United Way of Thunder Bay launches new campaign in support of housing security initiatives.
Thunder Bay, ON, March 12, 2026 – United Way of Thunder Bay is inviting community leaders, organizations, and residents to take part in a powerful act of solidarity and awareness through Sleepless in Thunder Bay, a new initiative taking place March 28.
Sleepless participants will spend one night in their vehicles as a symbolic gesture to raise awareness about homelessness and to encourage friends, colleagues, and community members to support local solutions.
The new campaign was officially launched in the Kinsmen Northwood Centre parking lot this morning. Representatives from the City of Thunder Bay, Superior North EMS, Thunder Bay Police Service, and the OPP were in attendance to show their support for the event.
The initiative comes at a critical time for Thunder Bay, following the recent declaration by City Council recognizing homelessness as a humanitarian crisis.
“Homelessness is a complex challenge affecting many people in our community,” says Albert Brulé, CEO, United Way of Thunder Bay. “Sleepless in Thunder Bay is an opportunity for community leaders and residents to come together, spark important conversations, and support the organizations working every day to help people find safe and stable housing. One night in a vehicle cannot replicate the experience of homelessness, but it can help raise awareness and mobilize support for solutions.”
Funds raised through the initiative will support programs connected to United Way’s Pathways to HOME initiative, which brings together service providers, governments, businesses, and community organizations to address the root causes of homelessness including poverty, trauma, mental health challenges, and substance use.
ITEC Equipment’s Ray and Kyla Jarvinen were the first to register as participants, quickly stepping forward to challenge other business and community leaders across Thunder Bay to get involved. Longtime supporters of United Way of Thunder Bay, the couple said they were eager to take part in the Sleepless initiative.
“Homelessness is something we see every day in our community,” says Jarvinen. “Spending a night in our vehicle is a simple way to show support and help raise awareness. If it encourages more people to express empathy and compassion to those in our community who are experiencing homelessness, and support the organizations doing the work, one night of discomfort is well worth it.”
City leadership is also welcoming the initiative as an example of community collaboration.
“Homelessness is a complex issue that affects many communities, including ours,” says Thunder Bay City Manager, John Collin. “Community-driven initiatives like Sleepless in Thunder Bay help raise awareness and encourage residents to be part of the solution. Addressing homelessness requires collaboration across many sectors, and we appreciate the role United Way continues to play in bringing people together around this important issue.”
While a single night cannot replicate the realities of homelessness, organizers hope the experience will encourage greater empathy, conversation, and action in support of long-term solutions.
For more information and to register, visit uwaytbay.ca/sleepless
