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WWF-Canada readies National Sweater Day promotion

WWF-Canada has resumed an annual promotion called "National Sweater Day." The initiative encourages consumers to wear a sweater on Feb. 7 in order to reduce heat consumption and counter climate change. The promotion makes use of a "Granny Call Centre" in the form of a toll-free telephone number that grandmothers can call to leave a message reminding people to wear a sweater. Selected submissions will be posted to the organization's Facebook page, and the submitters will be invited to join the call centre on the day of the event. Consumers will be invited to sign-up to receive a call or text from a granny on Feb. 7, reminding them to wear a sweater. The initiative also includes radio and online advertising. It was developed by John St. of Toronto. "It's a unique way to get people involved in the cause," said co-creative director Stephen Jurisic. "We want all Canadians wearing sweaters and conserving energy. So why not get their Grandmothers to help?"

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