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Toshiba conducts business-to-business campaign

Toshiba of Canada has begun a business-to-business campaign, developed by Capital C of Toronto. The campaign, aimed at small and medium-sized business, uses humour to illustrate the stress caused by malfunctioning office technology. The creative features an instructor named Lucy who encourages viewers to reduce stress through activities such as yoga with a photocopier. "It is not surprising that 62% of Canadians find work stressful," said Melissa Moore, social media and communications manager at Toshiba. "What is surprising is the number of respondents who attribute their stress to workplace technology. Technology should make your life easier." Public relations for the campaign, which will run until June 15, are being conducted by Media Profile.

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