The Montreal Canadiens take part in all kinds of fundraisers and awareness campaigns in the run of a normal NHL season. With such a large following and an enormous platform, it has always been a huge success.
A lot of times this includes a special jersey being worn during warmup that would then be auctioned off following, or during, the game online. The proceeds for the jersey sales would then go towards a local charity that could of course use the funds for their cause.
These jerseys were often worn for occasions like Remembrance Day, Hockey Fight Cancer night, Military Appreciation, Pride nights, Movember campaigns etc.