Toronto-based athletic apparel company Inner Balance Wear has begun a new promotional initiative intended to raise awareness of the issue of mental illness. The North American campaign, called “I Am,” features a package of seven pieces of underwear, each a different colour and each displaying a different motivational phrase beginning with the words “I am.” Part of the proceeds from the sale of this product will be donate to mental illness awareness programs.
“It’s always important to have a positive frame of mind and, more importantly, to be proud of who you are and never doubt yourself, because each person is a walking work of art, perfect, brilliant and incredible just as they are,” said company owner Lino Falotico.
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