With Purppl’s support, Fraser Valley Addictions Recovery Hub (FVARH) found the words, the strategy, and the confidence to amplify its life-saving work
Aida Tajbakhesh – Executive Director at Food For The Soul Project Society
When Aida Tajbakhesh started her work, she didn’t expect to build one of the Fraser Valley’s most comprehensive addiction recovery hubs. A refugee and mother with lived experience of addiction in her family, Aida understood firsthand the complex needs of people navigating trauma, housing insecurity, and substance use. Fraser Valley Addictions Recovery Hub (FVARH) offers a wraparound model that meets people where they are – offering not just opioid agonist therapy, but food, housing, mental health care, and simple acts of dignity like a snack or cigarette.
“Whatever gets them through the door,” she says.
As stigma and public pressure mounted, Aida realized she needed more than grit – she needed the tools to tell her story. Through the Impact Leadership & Development Program (ILDP), Aida connected with Purppl Entrepreneur In Residence Selena McLachlan, a former Chief Marketing Officer with an impressive track record. Selena worked alongside Aida for months, providing strategic coaching and communications support to rebrand the organization (from Food For The Soul), sharpen its messaging, and strengthen its voice.
Selena, who also lost her sister to the opioid crisis, brought deep empathy and expertise to the work. Together, they reframed the narrative, emphasizing FVARH’s evidence-backed, human-first approach and helping Aida speak with clarity to funders, media, and policymakers.
“I finally feel like I have the words to explain what we do,” Aida says. “Now I can speak up with the ministry, with funders, with the community – and they’re starting to understand we’re part of the solution.”
Today, FVARH supports more than 250 people at a time, offering care rooted in trust and respect. And it works. Hundreds have stabilized, reintegrated, and reconnected to the community. This approach stands in stark contrast to traditional programs where people receive methadone and walk out the door. As Aida puts it, “We’re not just keeping people alive. We’re helping them live.”
ILDP may be closed for this year, but that doesn’t mean your capacity building goals have to wait. A quick chat with Jude Brunt, Community Engagement, can help you explore other funding or revenue opportunities to keep your important work moving forward.
Let’s connect and see what’s possible?
With support from Purppl Aida was able to rebrand FVARH clarifying their messaging, and strengthening their communications strategy, helping to shift public perception and build stronger relationships with funders, media, and policymakers.
