Greeting card company Hallmark Canada has retained Fleishman-Hillard Canada of Toronto to handle communications and public relations for the Canadian launch of a new product called Text Bands. The product, aimed primarily at young people without cell phones, consists of a wrist band which allows a user to input a text message up to 10 characters long. The wearer of a band can also transmit a message to someone else with a band through a hand shake. Fleishman-Hillard will develop marketing communications intended to raise awareness of the product among its target audience and among mothers and grandmothers. The initiative will make use of product sampling, media relations and social media activities. "Fleishman-Hillard stood out for having a passion and understanding for our business as well as a strong understanding of our consumer needs and where and how to reach them," said Dan Bengert, director of brand experience, advertising and consumer insight at Hallmark Canada. "With their ability to collaborate with their US colleagues, as well as assemble a cross-Canada team of professionals to manage regionalized activities, we are confident that Fleishman-Hillard Canada will help us introduce Text Bands to Canadians in a memorable and engaging way."