This year鈥檚 official 鈥減ink shirt鈥� proclaims 鈥淏e Kind鈥� as part of a campaign to encourage people to think before they post on social media.

Cyberbullying continues to be the focus of the anti-bullying awareness campaign, which culminates with a number of activities and events on Wednesday, Feb. 27.

On , many Canadians wear pink to show their support for safe and inclusive schools, workplaces and communities.

鈥淭his year we are focused on encouraging everyone to ask themselves to T.H.I.N.K. before posting any online messages,鈥� Sara Dubois-Phillips, executive director of the CKNW Kids鈥� Fund, said in a release.

鈥淲e want people to ask themselves if it is True, Helpful, Inspiring, Necessary and Kind.鈥�

Roots of the campaign began to grow in 2007, when two Nova Scotia students decided to take action after witnessing a younger student being bullied for wearing a pink shirt to school. The students bought 50 pink t-shirts and encouraged schoolmates to wear them and send a message of solidarity to the bully.

Inspired by the story, CKNW Orphan鈥檚 Fund later began efforts to raise funds for anti-bullying efforts in Western Canada. To date, more than $1.8 million has been collected from sales of Pink Shirt Day T-shirts.

Net proceeds are distributed through , as the organization has been known since 2018, to support youth anti-bullying programs throughout Western Canada, including the Boys & Girls Clubs.

Richmond-based is the campaign鈥檚 official retailer of the shirts, available in youth and adult sizes in stores and also via . In 2018, more than 20,000 of them were purchased.

The retailer is also selling pink-shirt plush bears, 鈥淏e Kind鈥� toques and pink wrist bands to raise awareness and funds to support the campaign. This year, London Drugs is joined by Surrey-based Coast Capital Savings as the retail and presenting sponsors of Pink Shirt Day 2019.

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