Best Buddies Canada begins campaign
By Adnews Staff
Toronto-based charity Best Buddies Canada has begun an advertising campaign in support of its "Read All About It" program. The program encourages student participants to share reading experiences with their families and friends at participating Chapters and Indigo locations. The national campaign consists of a 30-second commercial in Cineplex theatres and a print campaign in The Globe and Mail. The creative and media buying were handled by Endeavour. "This is a great opportunity to increase awareness of our program and to motivate more people to become involved," said Steven Pinnock, executive director of Best Buddies Canada. "It is also a great chance for our buddy pairs to participate in a reading event that will help to strengthen their friendships."