QUEBEC SHOE STORE BEGINS STAY IN SCHOOL CAMPAIGN
By Adnews Staff
Montreal-based shoe retailer Yellow has begun a campaign in Quebec to encourage students to stay in school. Called "Yevolution," the campaign invites students 12 to 20 years of age to sign a pledge at <http://www.yevolution.com> to stay in school for the next year. In return, they will receive a free music download from Archambaultzik.ca. They will also be eligible for the second phase of the campaign, a contest which will award one winner in every Yellow store with a prize package. A $5,000 annual scholarship will also be awarded. The initiative is being promoted with 30-second television and radio ads created by Nextmoov, plus online ads, bus shelter signs, in-store posters and flyers. Public relations are being handled by National Public Relations.