Northwood Foundation & Steele Auto Group partner to ‘Brake the Stigma'

HALIFAX, NS – Faye LeBlanc, Managing Director of the Northwood Foundation, and Rob Steele, owner of the Steele Auto Group, are pleased to jointly announce the Brake the Stigma Campaign to assist the Northwood Foundation in its efforts to address the prevalence of mental illness in long-term care facilities.  A percentage of proceeds will also benefit the Mental Health Foundation of Nova Scotia.

Northwood’s Seeds of Success Program, an activity-based treatment model, was initiated in June 2015 and has already had a significant positive impact on those living at Northwood who suffer the stigma of mental illness.  The program was also supported in part by a Mental Health Foundation of Nova Scotia Community Grant. Ms. LeBlanc said “we at Northwood took a stand that if we were going to provide a home to these individuals, we needed to be able to respond not only to their needs but to help them live life to the fullest, and flourish in a community of belonging, dignity and choice”.

Mr. Steele added that with the newest addition to the Steele Auto Group, Colonial Honda, he wanted to be able to have a positive impact in the immediate neighbourhood by supporting a cause that’s important to the area. “Northwood was the obvious choice and it is an honor to partner with them on this campaign. We are proud to donate a 2016 Honda Civic EX to Northwood for use in a raffle to raise funds toward addressing the pressing concern of mental health issues among long-term care residents.”

The percentage of proceeds directed to the Mental Health Foundation of Nova Scotia will have an impact on mental health programming across the province. “We are proud to continue a partnership with Northwood Foundation with this campaign. Mental health for those living in long-term care is so important for longevity and quality of life,” said Starr Dobson, President and CEO of the Mental Health Foundation of Nova Scotia.


Northwood began in 1962 as a social movement in response to the plight of seniors living alone in Halifax. Today, it is the largest not-for-profit continuing care organization in Atlantic Canada and leads the way in incorporating revolutionary designed, responsive care, from new ideas to new technologies.  Northwood currently serves over 6,500 people every day, including not only those in residential living, but those who require support and care in their own homes. 

The Mental Health Foundation of Nova Scotia is a registered charity dedicated to improving the lives of Nova Scotians living with mental illness and their loved ones. We raise funds for vital programs and services that help make this possible, province-wide.

The Steele Auto Group, consistently designated as one of Canada’s Best Managed Companies, is one of the most diversified group of automobile dealerships in Atlantic Canada. The Group is currently comprised of 18 auto dealerships and 5 Collision Centres, and is headquartered in Dartmouth, NS. Twenty-two brands are represented: Audi, Buick, Cadillac, Chevrolet, Chrysler, Dodge, Equus, Fiat, Ford, GMC, Honda, Hyundai, Jaguar, Jeep, Land Rover, Lincoln, Mazda, Porsche, Ram, Subaru, Volkswagen and Volvo.


For additional information, contact:

Faye LeBlanc
Managing Director, Northwood Foundation


Colleen Fraser
Communications Coordinator, Mental Health Foundation of Nova Scotia