Samantha Simpson, the Executive Director of The Hub Family Resource Centre, has dedicated nearly twelve years to fostering healthy families in Wood Buffalo. The Hub, established in 2003, offers a range of free programs aimed at strengthening the well-being and resilience of parents, caregivers, and children up to 18 years old.
An example of new photography for The Hub Family Resource Centre that highlights real families.
“The Hub is a proud partner in the Wood Buffalo Family Resource Network, a province-wide initiative focused on inclusive and accessible community-based services for families,” she says. “Central to The Hub’s mission is serving all families—we strive to be a welcoming space where everyone can access the support they need,” Simpson says.
Operating from two physical locations and through their mobile Hub on Wheels program, they provide early learning, parenting support, and safe visitation services, all designed to nurture the parent-child relationship and mitigate toxic stress.
The Hub’s commitment is reflected in their diverse clientele and staff, which is reflection of the Wood Buffalo community itself. A significant step in realizing this vision was a 2023 project funded by WBCF.
“Representation matters,” says Simpson. “Through WBCF’s funding, we were able to strengthen our outreach to equity-deserving populations by redesigning our marketing materials, including our website, using photos of real families who use our programs.”
Addressing access barriers faced by rural communities, including limited internet, The Hub also put in place a targeted mail campaign and revamped their newsletter for stronger communications engagement.
"Through this initiative, The Hub Family Resource Centre worked to ensure that equity-deserving groups, including Indigenous peoples, see themselves reflected in our physical space, online space, and in our programs."
Families play at The Hub
Between April and October 2024, 9% of self-reporting clients identified as Indigenous, 14% as newcomers, and 27% as visible minorities, demonstrating the importance of representation across The Hub’s channels and materials.
Beyond this project, Simpson also highlighted WBCF’s support for various Hub initiatives, including the Caregiver Engagement Coordinator, the Hub on Wheels program, and even an environmental grant for garden towers used to educate children about nutrition.
“Giving back is crucial for building a strong, connected community where everyone feels valued,” she says. “The Hub is more than just a play space; it’s a safe and inclusive environment where families can find vital resources to navigate everything from potty training to co-parenting—and, a sense of belonging.”
