September 14, 2026 (Toronto, ON) – With its annual Community Campaign now underway, United Way Greater Toronto (UWGT) is bringing people across Peel, Toronto, and York Region together with a bold, new brand platform that challenges people to move beyond empathy, step in rather than look away and help tackle poverty in our communities.
As economic uncertainty continues to grow across the GTA, United Way is doubling down on addressing the systemic barriers that keep people stuck in a cycle of poverty. To support this vision, the organization has launched ‘Get in the Way’, a new brand platform and rallying cry that demonstrates how ordinary people can stand together to make a difference, inspiring collective action.
“The challenges facing the GTA can feel overwhelming, but standing by is not an option,” says Heather McDonald, President and CEO of United Way Greater Toronto. “Every day, people across our region are finding it harder to afford housing, put food on the table, or access the support and safety they need. ‘Get in the Way’ challenges all of us to move from concern to action. Because when people unite behind a common cause, we have the power to change lives, strengthen communities and build a more equitable future.”
United Way’s power lies in its ability to see the broader picture and connect resources across trusted community partners and initiatives. By bringing together donors, volunteers, businesses, governments and local agency partners, United Way can amplify the impact of donations, scale innovative solutions and make it easier for people to contribute in ways that are coordinated, effective and responsive to the needs of communities in Peel, Toronto and York Region.
“United Way Greater Toronto has earned the support of this region’s business community by delivering meaningful impact where it is needed most. We should be thankful for the generosity and leadership that already exists, but we cannot afford to be complacent,” says Greg Lemaich, President & CEO, Polar Asset Management Partners and United Way 2026 Campaign Chair. “At a time when too many people across our region are facing increasing challenges, those of us in positions of leadership have an obligation to lean in further. My goal for this campaign is not simply to maintain that tradition of support, but to broaden it, strengthen it and encourage the next group of business leaders to step forward and make a difference.”
Last year’s community campaign delivered measurable impact, including:
- 45,449 individuals who are unhoused or are at risk of homelessness received housing supports
- 27,226 individuals received support to enhance their economic opportunity/financial stability.
- 43,411 individuals gained tools and resources to help manage challenges with mental health and/or addiction, and 38,781 newcomers received support to connect with others, the community, or needed services.
WATCH THE‘GET IN THE WAY’ COMMERCIAL
Campaign supported by: Broken Heart Love Affair (creative) and BlueSky Communications (PR).
Media Contact:
Trevon Mendez, Senior Account Manager
tmendez@blueskycommunications.com
blueskycommunications.com
About United Way: As the largest non-government funder of community services in the GTA, United Way Greater Toronto reinforces a crucial community safety net to support people living in poverty. United Way’s network of agencies and initiatives in neighbourhoods across Peel, Toronto and York Region works to ensure that everyone has access to the programs and services they need to thrive. Mobilizing community support, United Way’s work is rooted in ground-breaking research, strategic leadership, local advocacy and cross-sectoral partnerships committed to building a more equitable region and lasting solutions to the GTA’s greatest challenges.