10 000 Children

A campaign to end intergenerational Poverty

“Overcoming poverty is not a gesture of charity. It is the protection of a fundamental human right, the right to dignity and a decent life.”


Social change through the gift of music

A message from Clare and Allison McCain

Honorary Co-Chairs, 10,000 Children campaign

Music as a vehicle for change

For children, an orchestra means joy, motivation, discipline, and teamwork. It builds confidence and self-esteem and it is incredibly fun. It’s a propeller for a bright future.

10,000 opportunities for a better life

Sistema New Brunswick is one of Canada’s largest organizations in the space of music and social change and it’s growing. On November 1, 2021, it announced a new vision and a campaign titled ‘10,000 Children’. Every child deserves an opportunity.

“Growing Sistema New Brunswick is important only because of the need among children and their families.  We’ve seen the difference over the last 12 years here in New Brunswick,” said Ken MacLeod, president and CEO of the NB Youth Orchestra and Founder of Sistema NB. “Making Sistema New Brunswick more widely available to more children provides a significant economic, social and cultural return on investment to the community.” New Brunswick has among the highest levels of child poverty in Canada. 

Sistema New Brunswick is based on a highly successful program in South America that focuses on bringing about positive social change for underserved young people through music education. In New Brunswick it was initiated as part of the New Brunswick Youth Orchestra (NBYO) in 2009 with just 50 students and has since grown to 1,000 students in nine centers across the province – children participate 3 hours after school, 5 days a week. There is no cost to students, it is free.

Our kids are counting on us and we can’t let them down.

This is a moment of opportunity.

We can do this together.

Learn More – See FlipBook


The new campaign has a goal to double the number of children from 1,000 to 2,000 daily and is expected to reach 10,000 children over a 15-year program.


The 10,000 Children Campaign At A Glance

Honorary Co-Chairs

Allison D. McCain

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Clare Whelton McCain

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Campaign Cabinet

David Alward

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Robert Moreau, Chair

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Edward D. McNally

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Derek Smith

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Lucinda Flemer

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Réjean Boudreau

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Wade Hamilton

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Leading Volunteers

Hon. Brenda Murphy, Lieutenant Governor of New Brunswick

Honorary Campaign Cabinet:
Dr. Sharon Azrieli, The Azrieli Foundation, Montreal
George Paul, Cultural Ambassador of Mi’kmaq Nation
Measha Brueggergosman, Soprano Soloist
Larry Nelson
Donald Savoie
The Hon. Marilyn Trenholme Counsell
The Hon. Herménégilde Chiasson
The Hon. Graydon Nicholas

‘10,000 Children’ Campaign Donors

Province of New Brunswick


Azrieli Foundation


Sisters of Charity of the Immaculate Conception
Les Religieuses de Notre-Dame-du-Sacré-Coeur.png
The McCain Foundation
UNI Financial Cooperation

Music Director

J.T. Clark Family Foundation

Allison & Clare McCain

Concert Master

JD Irving Ltd.

Ken & Miriam MacLeod

Principal Chair

Meighen Family Foundation

Peter Buckley

Larry Nelson

Jon & Leslie Manship


Paul Barber Foundation
Harrison McCain Foundation
Louisbourg Investments

Stephen McCain


David & Lorrie Hawkins

Linda McCain


Dr. Mary Pedersen, MD Professional Corp.

Rheal Cormier Foundation


Brainworks Marketing Inc.
Bill & Franca Hennessey Foundation

Margaret Roy

Fondation des Batisseurs de la Coop Dieppe

David & Cathy MacFadyen

Edward & Janice McNally


Ashford Properties

Chris Evans

Wade Hamilton

Denis Losier

Darrell Nameth

Jacques Poitras

The Sistema New Brunswick difference is guided by three main principles: inclusion, intensity and excellence. These three principles, collectively, set Sistema NB apart among social programs in New Brunswick.