Power of Movement conducts awareness campaign
Fundraising program Power of Movement has begun an advertising campaign called "You Already Do Yoga" in support of its upcoming yoga fundraiser on March 4. The campaign, developed by Toronto-based 70 Main Street, is intended to increase awareness of the national event. It includes television, radio and print advertising depicting people in everyday situations who find themselves in an impromptu yoga pose. "Arthritis affects millions of Canadians, but it doesn't get the fundraising attention it deserves," said John Smid, managing partner of 70 Main Street. "We fell in love with the Power of Movement because the cause is close to our hearts and because the event is so unique and spirited. We wanted to make the advertising campaign as memorable as the event itself."