Cellular phone provider Fido has begun a new advertising campaign in support of its After Work Plan. The campaign, developed by Bos, includes television, print, out-of-home and digital advertising. The initiative will run for six weeks. In addition, promotional workers will conduct a four-week street campaign in Montreal, Quebec City, Toronto, Ottawa, Calgary and Vancouver beginning on March 9. From 4 p.m. to 10 p.m. each day, they will distribute prizes related to things that can be done after work with friends. Fido is a division of Rogers Communications.