2014 Toque Campaign - It’s the toque that does good and makes you look good!

2014 marks the 17th Annual Toque Campaign!  That’s a lot of individuals, community groups, agencies, businesses and the media who have supported this signature, national campaign which has raised over $3.5 million for local, Partner Agencies working towards long-term solutions to homelessness.  Canadians just like you who believe that together we can make a difference, one toque at a time.

 Where the money goes:

•    80% of net proceeds from the Toque Campaign benefit grassroots community Partner Agencies helping homeless people in cities and towns across Canada
•    The remaining 20% of net proceeds supports Raising the Roof’s national homeless initiatives, e.g. Child & Family Homelessness and Youthworks

Can I order a toque right now?

Absolutely!  Just click on the ‘Buy a Toque’ red button on this page.



Toque Campaign TV PSAs

These television and radio advertisements were created pro bono by our friends at Leo Burnett Toronto.

2013 Radio Ad - Parking

Alternative content


2013 Radio Ad - Pen Clicker

Alternative content


2013 Radio Ad - PDA

Alternative content


2013 French Radio Ad - Parking

Alternative content

2013 French Radio Ad - Parking



…And these clips will give you a glimpse of some past toque-selling events held in communities across Canada:

Surrey, BC

Feb 5 2013  - BC Daily Buzz  

Tim Baillie is on site at a game of street hockey that is raising money and awareness for the issue of homelessness. He discusses the tremendous amount of support that the campaign has received. 

Feb 6 2013  - The Now  

Tim Baillie is organizing the event that will see Surrey's local MLAs, from both sides of the floor, team up for a street hockey game against homeless players to raise awareness about the issue of homelessness.

Jan 27 2013  - Surrey Leader  

Residents are encouraged to show their support for Toque Tuesday by donating new toques, winter shoes or boots, winter coats, and warm socks.



Jan 31 2013  - The Vancouver Sun  

Lookout Emergency Aid Society and Pacific Community Resources Society promote the launch of their Toque Campaign. First Baptist Church will be the site of a fund-raising pancake breakfast where toques will also be sold.

Feb 1 2013  - Miss 604  

Rebecca provides a list of all Vancouver locations where toques will be sold on Toque Tuesday.

Feb 1 2013  - The Record  

Lookout Emergency Aid Society reaches out to the community for volunteers to assist with Toque Tuesday. 

Feb 1 2013  - The Province  

The second annual Toque Tuesday Hockey Day will take place at Chuck Bailey Recreation Centre which will feature 8 teams who will face off against local homeless players in 20-minute games.

Feb 3 2013  - The Province  

Vancouver promotes the launch of their Toque Campaign which will take place at various locations including SkyTrain stations in Vancouver, New Westminster and Surrey as part of a national campaign.

Feb 5 2013  - The Province  

A picture shows Elizabeth Taylor and Sharon Knotts selling toques at the corner of West Cordova and Granville Street as part of the Raise the Roof fundraiser to help the homeless in Vancouver.


Calgary, AB 

Feb 4 2013  - Global Calgary  

Nicole Nash promotes the Toque Campaign which will take place at various transit stations across Calgary.

Feb 5 2013  - Youtube  

Marina Giacomin discusses the importance in supporting the fight against homelessness.

Feb 5 2013  - Global Calgary / Global 1 Traffic  

Cathy McDonald promotes Raising the Roof's Toque Campaign as the toque that looks good and does good.


Edmonton, AB

Feb 16 2013  - The Mike McGuire Podcast  

Ken Franczek promotes the Toque Campaign and talks about being on the Raising the Roof board.  He shares his experience of homelessness and what helped him get off the streets. 

Feb 4 2013  - Youtube  

Homeward Trust Edmonton and Crystal Glass staff members talk about their support and partnership with Raising the Roof and the Toque Campaign.


Fort McMurray, AB

Jan 30 2013  - Fort McMurray's Independent Local Weekly Community Newspaper Connect  

The Centre of Hope launches its first Toque Campaign in partnership with Raising the Roof.

Feb 5 2013  - CHFT-FM News  

Sarah Thompson urges Fort McMurray residents to support the Centre of Hope in their fight against homelessness by purchasing a toque. 

Mar 7 2013  - Fort McMurray Today  

The Fort McMurray Centre of Hope's 2013 Toque Campaign doubles the amount of money raised during last year’s challenge.


Georgian Bay, ON

Feb 5 2013  - Georgian Bay Today  

Carolann talks about the initiative to aid the homeless.


Hamilton, ON

Dec 12 2012  - The Hamilton Spectator  

A picture shows members of the Sherwood Secondary School Justice Club selling toques on behalf of Wesley Urban Ministries Raising the Roof Campaign.

Dec 20 2012  

Wesley Urban Ministries promotes the Toque Campaign by providing facts about youth homelessness. 

Feb 6 2013  - The Hamilton Spectator  

Janet Jacks and Conor McMahon replenish their supply of toques in support of Raising the Roof's Toque Campaign to raise funds for homeless youth in Hamilton.

Jan 16 2013  - The Hamilton Spectator  

Wesley Urban Ministries promotes the Toque Campaign, describing the ideal community that they hope to have one day.


London, ON

Dec 22 2012  - The London Free Press  

Heylek Kadar discusses that he was only 15 when he became homeless. As a result, he will spend Christmas week (Dec. 21 - 28) on the streets of London to raise awareness about youth homelessness. In addition, he will be selling toques on behalf of Raising the Roof 

Dec 22 2012  - London Community News  

Heylek Kader is nearing the end of his journey as he continues to demonstrate that there is help and resources available for the homeless population of Canada.

Dec 24 2012  - The London Free Press  

Heylek Kader discusses some of the experiences and people he has encountered on his journey to raise awareness and money for youth homelessness.

Dec 28 2012  - London Community News  

Heylek Kader spends Christmas week (Dec. 21 - 28) on the streets of London to raise awareness about youth homelessness.

Jan 17 2013  - Youtube/Stellar Radio  

Paige Parker interviews Heylek Kader about why he chose to spend a week living on the streets of London.


Mississauga, ON

Dec 12 2012  - Mississauga Ward 3 newsletter  

Our Place Peel launches Toque Campaign


Orillia, ON

Feb 4 2013  - Sunshine 89.1 Orillia  

Carolann's radio interview with Jim Birchard goes on air at 11am.


St. Catharines, ON

Feb 5 2013  - Niagara This Week  

Lakeshore Catholic High School partners with Raising the Roof to launch their own Toque Campaign. Grade 12 students Jessica O'Brien and Jackie Franck have gone above and beyond to organize a dodgeball game to raise additional funds for the campaign.


Sudbury, ON

Nov 20 2012  - Q92 Sudbury's Best Rock

SACY launches Toque Campaign

Nov 20 2012  - Sudbury Northern Life  

The Sudbury Action Centre for Youth (SACY) served a chili lunch in support of the Raising the Roof Campaign



Toronto, ON

Feb 5 2013  

Toronto Catholic District School Board  Principal Julio Sousa visits the kindergarten class of Tralee Reford, the teacher who initiated the Toque Tuesday fundraiser in 2002, and has remained the driving force behind the annual event. 

Feb 5 2013  - Inside Toronto  

Sherbourne Health Centre, St. Christopher House and Houselink team up with Raising the Roof to help raise funds to combat homelessness. The funds from Toque Tuesday and ongoing toque sales will support the three organizations’ homeless programming.

Feb 5 2013  - Metro  

Toque Tuesday gets a mention in the Metro Crossword on Tuesday February 5, with clue number twenty two down reading “Raising the Roof’s money-raising red hat to help the homeless”

Feb 5 2013  - 680 News  

A reporter interviews Dawn Nelson on site at Yonge & Bloor subway station, where volunteers are busy selling toques to commuters in support of Raising the Roof's Toque Tuesday Campaign.

Feb 5 2013  - City Tv Breakfast Television

From the heart of the Toque Campaign, at Yonge and Dundas Square, Carolann stresses the importance in supporting the fight against Canada's homeless.

Feb 5 2013  - The Morning Show  

Kimberly Fowler urges listeners to help the homeless by purchasing a toque.

Feb 2013  - HOMES  Magazine

HOMES Publishing Group employees will proudly wear a toque on Tuesday, February 5, to show their support for Raising the Roof and the Toque Campaign.

Feb 5 2013  The Global Morning Show  

Markus Harwood-Jones promotes Raising the Roof's Toque Tuesday and shares his personal experiences with being homeless.


Montreal, QC

Feb 15 2013  - Youtube  

Students from John Rennie High School in Montreal pitch in to help raise money for Nazareth House and other frontline organizations working with the homeless in Montreal as part of Raising the Roof's Toque Tuesday Campaign


Saint John, NB

Jan 30 2013  

Human Development Council  Safe Harbour transitional Youth Services launches its second Toque Campaign in partnership with Raising the Roof.


Halifax, NS

Feb 4 2013  - Global Maritimes  

Laurie Ehler, the executive director of Bryony House, joins Crystal Garrett to talk about Toque Tuesday.


Pictou County, NS

Dec 19 2012  - The Advocate  

Roots for Youth launches its first Toque Campaign in partnership with Raising the Roof and Scotiabank, who will match the funds of every toque purchased.



Nov 30 2012  - Delphi  

Delphi's client Intact Insurance is beginning their Raise the Roof campaign and has challenged us to a Ten Toque Challenge!

Jan 21 2013  - Blue Sky Financial Group  

Blue Sky Financial Group purchases toques for all its members, promoting its partnership with Raising the Roof and the toque campaign.

Jan_2013  - Canadian Living  

Canadian Living magazine features Raising the Roof's toques as number 8 on their list of 14 charitable gifts for the Holidays.





Get Involved

Wondering how you, your workplace, school, community group or agency can participate in the Toque Campaign?   Check out our ‘Get Involved’ page for ideas. We’d love to hear your great ideas too! 




 The Difference a toque can make




the difference a toque can make

Toques in your community

To date, the Toque Campaign has generated over $3.5 million in grants – money that has been used to support 145 homelessness-serving agencies in more than 70 communities across Canada, as well as Raising the Roof’s national Child and Family Homelessness initiative, which is working to prevent family homelessness.

Toque facts


  • 2014 marks the 17th anniversary of the Toque Campaign. The campaign runs from November 2013 to the end of February 2014.
  • Our annual Toque Tuesday will be held on Tuesday, February 4th, 2014.
  • Our 2014 Toque Campaign National Partners are: Intact Financial Corporation & Canadian Traffic Network.
  • Our 2014 Regional Toque Campaign Partner is: Crystal Glass
  • Toque Campaign TV PSAs were created. pro bono, by Leo Burnett Toronto
  • Our toques are manufactured by JJM Manufacturing.
  • Our website is donated and maintained by ecentricarts.


National partners

Global straight     

Regional partner