Mr. Sweeney is the Director of The Vimy Foundation. The Foundation was created in 2005 with the objective of teaching youth about Canada's role in the First World War. At that time, Mr. Sweeney learned of 5,000 Canadian youth making a pilgrimage to Vimy, France for the 90th Anniversary of the Battle of Vimy Ridge. He decided to honour their initiative by designing, producing and offering each youth a Vimy Pilgrimage Medal. This was met enthusiastically by Canadian, British, French and Belgian adults who indicated an interest in obtaining medals. Spurred by the success of the medals, Mr. Sweeney produced more to meet demand and made them available for purchase online, with proceeds going to the Vimy Foundation programs. With the goal of increasing awareness of Vimy Day, Mr. Sweeney arranged for each Member of Parliament to wear this medal on April 9, 2008. That same year, he created the Vimy Day Pin, to be worn every April 9 by Canadians everywhere. To date, more than 15,000 medals and 35,000 pins have been distributed throughout Canada and Europe. Mr. Sweeney's wish is that each year on April 9, Canadians take a moment to reflect on Canada's achievement in securing Vimy Ridge and its significance in our military history.