Fundraising event Fashion Cares has retained Fuse Marketing Group of Toronto as its digital and mass advertising agency of record. The agency will work pro bono to raise awareness of and support for the event, which will take place on Sept. 9. Fashion Cares works to raise awareness and funding for the AIDS Committee of Toronto. The two-phase creative campaign will focus on digital and print advertising as well as social media activities. The first phase will seek to increase ticket sales in late May and June. The second phase will seek to attract donations online and through social media sites. "This is Fashion Cares' 25th anniversary and it presents an ideal opportunity for us to strut our stuff, sell out the show and drive donations online and through social media," said agency president Stephen Brown. "Fuse cares to make Fashion Cares 25 its biggest success ever and, in the process, prove to the industry that results matter."