Every Friday, the staff at De Novo Treatment Centre participate in a “dress down” day at the centre and all put money in a jar to collect for a worthy cause. At the end of each year, the staff vote on which local charitable organization will receive the funds and Coco Bear was chosen as the recipient for 2022.
And so it was that on December 21, 2022, De Novo executive director Aaron Sinclair and addictions counsellor Megan Lott left a Christmas card and $700 on the Coco Bear Fundraiser founders’ doorstep in Huntsville.
Shari Dubois, founder of Coco Bear Fundraiser, expressed her gratitude. “I teared up very quickly, I was touched!” she said.
De Novo is a private addiction treatment centre located in Huntsville. It is owned by construction trade unions and offers substance abuse treatment services to unionized Ontario construction workers, employers, and their immediate families.
“There is a very close connection with my Coco Bear Fundraiser,” Dubois said. “Because we are very local, they felt it would be a good match.”
Coco Bear sells clothing and also raises money for youth mental health and addiction programs and awareness in Muskoka. It was founded by Dubois and her husband Jean-Marc Dubois in July 2020, as a way to honour their son Conrad Dubois – called “Coco” in his early years – who died in 2019 after a lengthy battle with addiction. Coco Bear has raised $60,000 to date and will continue to raise money for as long as they can.
First and foremost, the Dubois knew they needed an emblem that represented what Coco Bear was all about, a powerful image that would resonate with their philosophy. This is why they chose the logo of the whimsical bear to adorn all Coco Bear products, a drawing Conrad had done shortly before his death.
“It was hanging on my fridge as it was my favourite drawing he had done. So bright and happy,” explained Dubois.
Coco Bear products began as simple white T-shirts with the logo and once demand picked up, they added an array of other clothing to their lineup: sweatshirts, scarves, various types of hats, and even baby clothing. Then, Dubois decided to offer tie-dye clothing as part of their products, as the style had become popular throughout the pandemic. Coco Bear also offers custom orders through their website.
Once Coco Bear took off, the Dubois went on a search for where to donate the funds and discovered Mind-Aid Muskoka, a free local service established in 2020 by Jody North that provides support to youth on their journey to mental wellness.
“I did some research and decided that it was the best place I could donate to as they are local, small and have very low overhead costs,” said Dubois. “I loved the idea that the money would go directly to the people in need, immediately. They provide an amazing service and something this area was in great need of.”
Mental illness and addiction is a reality that affects the lives of so many, and yet whether due to factors such as stigma, fear, or unavailable resources, the proper help is provided to so few. This is why it is so crucial to create open conservation, spread awareness, and support the advocacy for mental wellness, she said.
“I feel strongly that if we can provide mental health support when our children are young, they will arrive at adulthood with tools to get through some of the challenges of everyday life,” added Dubois. “Education is so important and killing stigma associated with mental health and addiction needs to keep happening, every day.”
Conrad Dubois was someone full of life and abundance of character. He was an athlete; he loved to ski, snowboard, skateboard, and wakeboard. He was an artist and musician; he loved to draw and play the drums. He was loved by his family and friends. He made a lasting impression on anyone he met. Dubois said from a young age, he struggled with Tourette Syndrome, ADHD, and learning disabilities. When he was older, he suffered with addiction and mental health issues for many years.
“As parents, we struggled with finding the help he needed. And to be honest, we did not have the tools, knowledge, or education to deal with his complex issues. We tried our best and gave him lots of healthy choices, a roof over his head, love, acceptance, and lots of opportunities,” said Dubois.
Conrad’s legacy lives on through the Coco Bear Fundraiser in the hearts of those who knew him, and in Muskoka. He is remembered not by what plagued him, but by the richness of his life and the impact he has left behind, said Dubois.
“[He was] loveable, sociable and very much a people person. We love and miss Conrad every day,” she said. “I feel very fortunate that I can do the Coco Bear Fundraiser, and make a difference in someone else’s life, all in Conrad’s memory.”
Twenty-five per cent of all sales go directly to youth mental health initiatives, says the website. To purchase clothing and support Coco Bear Fundraiser, visit cocobear.ca. You can also follow the organization on social media at @cocobearfundraiser
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