FILM COMPANY LAUNCHES CAUSE-RELATED CAMPAIGN
By Adnews Staff
Devine Entertainment Corp. of Toronto will launch a Canadian print campaign in mid-September for its gift set of three videos called The Composers' Specials. Consumers who buy the set will get a free cassette. A portion of the proceeds from the sale will be donated to Big Brothers and Sisters of Canada. In the U.S., Devine will place inserts in the monthly statements for Visa and Master Charge customers to promote the gift set. A portion from the proceeds of the U.S. sales of The Composers' Specials will be donated to The Kennedy Krieger Institute of Baltimore. The U.S. and Canadian campaigns were created by Elliott & Andrews of Mississauga, Ont. Big Brothers and Sisters of Canada serves about 10,000 children from single parent homes in 180 communities. The organizations match them with adult volunteers for long-term relationships. The Kennedy Krieger Institute is a school for children with disabilities. Devine produces family films.