Smile Cookie Campaign returns, supporting local health care and community programs

The annual Smile Cookie Campaign kicked off in the Forest City on Monday. CTV's Reta Ismail explains how proceeds help children in the community.

The annual Smile Cookie Campaign has officially launched at participating Tim Hortons locations across Canada, with proceeds in London staying local to support children’s health care and community programs.

Running from April 27 to May 3, the campaign will see funds directed to Children’s Health Foundation and Community Living London.

“This year, all the funds are being used to support our pediatric oncology kids. Kids with cancer. This will help for research and will help for direct patient support, it will help purchase equipment needed to operate, provide those services,” said Children’s Health Foundation President and CEO Scott Fortnum.

Organizers say the community’s support continues to grow each year. In 2025, more than 350,000 cookies were sold in the region, raising approximately $274,000.

For families, the impact is personal.

“Knowing what we’ve been through and knowing that other families before us and after us are going to go through the same thing, and they’re getting the help that they need because of stuff like this, I would do this anytime,” said Tatyana, whose five-year-old daughter Keilana received specialized care for Wilms tumour at Children’s Hospital in London.

A portion of proceeds will also go toward Community Living London’s (CLL) day program, which helps individuals maintain social connections after leaving school.

“A lot of these people live at home with families, they’ve graduated from school, they’ve lost a lot of their connections with friends, etc., and they went to school with so now they have an opportunity to come to the day program, meet new people, maybe meet some of the people they used to go to school with, reestablish connections,” said CLL’s Executive Director Michelle Palmer.

Fatima Balger says the organization has played a key role in supporting her son Michael over the years.

“Our family has had to utilize CLL quite a lot. Their services are amazing. He’s been going to respite when he was 10 years old. And the summer camp that they offered. And now he is in their day program,” she said.

Each smile cookie costs $2, with all proceeds from local sales staying in the London area.

Over the past 22 years, the campaign has raised more than $4.5 million for children’s health initiatives in the region.