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Working Together to Raise Funds and Spirits for Southlake’s front-line heroes.

Wednesday May 20, 2020

  • Community Events
  • COVID-19
  • Foundation

Small gestures can make a big difference. That’s been one of our biggest takeaways from this pandemic, as we’ve watched our amazing communities demonstrate remarkable acts of kindness and generosity. And it’s how the idea of a thank you fundraising campaign for our front-line workers was born.

At NewRoads Automotive Group, community has always been a central pillar of the values that drive them. But in the early days of the pandemic, Michael Croxon, President and CEO of NewRoads Automotive Group and member of Southlake Foundation’s Philanthropy Cabinet, grappled with how to honour that with more limited resources. So when his good friend Chris Neal, co-owner of Neal Brothers Foods, approached him with the idea of a community fundraising lawn signs, he jumped at the opportunity to put the resources at NewRoads behind the initiative.

They produced two lawn signs, each with a message of thanks for front-line and essential workers. Displayed in communities across York Region and South Simcoe County, their hope is that these signs will help these important individuals feel the deep appreciation for these dedicated individuals, and everything they’re doing to keep our communities safe during this challenging time. It’s a socially-distant thumb’s up – a boost of encouragement when they need it most.

NewRoads staff have volunteered to be part of our NewRoads Community Crew, delivering and installing signs across the communities Southlake serves.

“It feels great to know that we are bringing people together to make a difference where it really counts. With these signs, we can both acknowledge the efforts and sacrifices of our front-line workers and raise much-needed funds for Southlake’s COVID-19 Action Fund.

Michael Croxon, President and CEO of NewRoads Automotive Group and member of Southlake Foundation’s Philanthropy Cabinet

We continue to hear the message that we’re all in this together. Our front-line staff at Southlake are working tirelessly every day to care for patients, and keep our communities safe – often staying away from their own families to care for others. And essential workers across our communities continue to provide the services that we all depend on.

But we all have a role to play. So join us – purchase your sign at and help lift spirits and continue to raise vital funds to help Southlake in the fight against COVID-19. (Some delivery location restrictions apply. See their website for more details.)

Together, we can make a difference.