Healing with Kindness: AMA Rallies to Support the Community

Building on a 94-year legacy of serving communities—and inspired by Dr. Deena Hinshaw’s words that “now, more than ever, kindness matters”—Alberta Motor Association staff are coming together, two metres apart, to help provide essential services to vulnerable populations across the province.

We’ve mobilized our staff to use their regular work hours for a variety of new ‘AMA Cares’ initiatives, helping fill critical gaps in community volunteer networks.

“One of Alberta’s strongest assets is its community spirit. It’s seen us through devastating natural disasters, and it’s what will help us safely overcome this too,” says Don Smitten, President and CEO of AMA. “As an organization of Albertans serving Albertans, it’s important for us to help wherever we can. Now more than ever, we’re all in this together.”

Among AMA’s new community initiatives are:

  • Social Check-Ins: We’re offering isolated members friendly “check-in calls” from our staff. Purely social in nature, this outreach program aims to lift people’s spirits during this difficult time of physical distancing. It’s like coffee talk with the people they trust to protect the things that matter most.
  • Blood Drive: Canadian Blood Services cancelled mobile donation sites to help prevent the spread of COVID-19, but the need still very much exists. So, we’re going to them! We’re rallying for a provincewide blood drive, with AMA staff making individual donations at their nearest collection clinics.
  • Food Support: In March, the food bank saw an 18% increase in use over the same time last year, with 25,000 hampers needed in Edmonton alone. We’re expanding our longtime support of food scarcity relief by volunteering to assemble hampers, as well as making physically distanced volunteer deliveries for Meals on Wheels.

Serving the community is part of our DNA. In fact, it’s how AMA got its start in 1926, when auto enthusiasts from across the province joined forces to make Alberta roads safer. Today, as the province faces a safety risk of a new kind, we believe that mandate of extending a helping hand is more important than ever.

“Throughout this crisis, people’s determination to support their communities has been nothing short of inspiring,” says Smitten. “When it comes to helping each other when the chips are down, one thing is certain: Albertans always find a way.”


Jeff Kasbrick, Vice-President of Government and Stakeholder Relations, AMA, is available for Skype interviews between 1 and 2 p.m. on April 28. Please contact the AMA Newsroom to request a timeslot.

About AMA

The Alberta Motor Association (AMA) is among the largest membership organizations in Alberta, representing more than 980,000 members. As a leading advocate for traffic safety, travel and consumer protection and crime prevention, AMA represents the interests of its members to industry and all levels of government and helps protect the things they care about most. Visit ama.ab.ca to learn more about AMA’s products, services and member advocacy efforts.