The Jane/Finch Centre’s latest campaign, “Write Us Off,” aims to raise funds and empower the Toronto community’s youth to redefine what it means to be “written off.”

The initiative challenges businesses to move beyond passive gestures and engage in meaningful change that benefits their organizations and the community. By addressing longstanding stereotypes that have marginalized the Jane/Finch community, the campaign invites businesses to “write off” the community again – this time through charitable donations that support the community and come with a tax receipt.

“The Jane/Finch community has long been written off,” says Michelle Dagnino, executive director at the Jane/Finch Centre. “With this initiative, we’re reclaiming the phrase and turning it into something positive — inviting businesses to ‘write us off’ while making a meaningful impact on the community.”

In collaboration with Toronto agency Angry Butterfly, the video campaign features bias training for businesses and individuals. The bias training is created by members of the Jane/Finch community, who experience bias firsthand every day. The videos are accompanied by additional resources, including infographics and interactive elements, all available on the dedicated online hub, WriteUsOff.ca/bias-training.

With a charitable donation, businesses and individuals can access the four videos highlighting real-life experiences, shedding light on systemic inequities, media misrepresentation and barriers to opportunity, the non-profit says. Each video focuses on a key topic: The Media’s Perception vs. Reality; Breaking the Broken System; Overcoming Historical Oppression; and Charting the Course: Advocating for youth programs, educational funding, and professional development.

The Jane/Finch Community and Family Centre (JFC) is a multi-service organization focused on reducing poverty through resident engagement, capacity building, and anti-oppression efforts. With “Write Us Off,” the Centre addresses systemic inequities and empowers businesses to participate in bias training rooted in authentic community stories.

“This campaign showcases the strength and resilience of the Jane/Finch community while empowering its youth to take center stage as educators and changemakers,” Erin Kawalecki, partner and chief creative officer with Angry Butterfly. “It’s an invitation to confront systemic biases head-on and contribute to meaningful change. Being able to tap into existing budgets – which typically are used to purchase bias training from corporations – is an innovative way to fundraise at a time when a lot of very worthy causes are competing for attention and funding.