A new online campaign is encouraging people to support hospitality workers in crisis by buying a virtual beer.

The campaign is organized by the B.C. Hospitality Foundation, a charity that supports workers facing a financial crisis due to health issues, explained communications manager Sujinder Juneja.

Interested supporters can buy a virtual beer, keg, or growler for "Ben" — or beneficiary. The money raised goes to support hospitality workers who have no other support.

"We've supported beneficiaries who have broken an ankle and can't work for 6 to 8 weeks. We've helped people with more severe injuries and more severe disease such as cancer. We support them when there is no one else to turn to," he said.

Juneja's goal is to raise $50,000 with the campaign, which will support ten beneficiaries. He said the charity has supported close to 275 individuals over the past 10 years.

Employer's role

Some critics question why the public needs to fill in gaps when employers don't pay their employees benefits.

Juneja said sometimes benefits do exist but it's not enough.

"The employers do offer a lot of support, but there are a lot of smaller businesses and corporations that simply don't have the resources to do that," he explained.

"The truth is even for people that do have employment insurance or benefit programs, there's often gaps in assistance ... a lot of people in hospitality are living cheque to cheque."

He said one way of bringing change to the industry might be changing the perception that hospitality work is just a job rather than a career.

"These are amazing professionals who put everything into it," he said.

For those interested in participating, visit buybenabeer.com.

With files from The Early Edition

To hear the interview, click on the link labelled 'Buy Ben a Beer' campaign supports hospitality workers