Joy Apparel is a t-shirt company on a mission - surprise surprise.
By putting the faces of real people on their t-shirts, right over the heart, they are hoping to encourage the wearer to "think about that person and how your everyday actions can affect others and the world we live in". Once you buy a shirt you are then eligible to send in a photograph of yourself and a short biography so that your face can then be put someone else's t-shirt. Buyers have the option of either randomly selecting the face that will appear on their shirts or browsing through the catalog and choosing one that they feel connected to.
The Hour on CBC Television Nov 15 2007.
UPDATE: the links should work now- thanks anonymous tipster.