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Evergreen breaks Get Dirty campaign

Toronto-based not-for-profit environmental organization Evergreen has begun a new advertising campaign called "Get Dirty" that encourages consumers to become involved with the group's work. Developed by Open of Toronto, the campaign consists of print ads, posters, online materials, social media activities and a launch event held at the Evergreen Brick Works in Toronto. The creative depicts members of the organization wearing t-shirts that display hand-painted messages such as "I'm dirty" and "I think dirty all the time." At the launch event, attendees were invited to have their photos taken wearing messages of their own and then share the images via Facebook, Twitter or Instagram. This is the first brand campaign Open has created for Evergreen since winning the account in January. Additional elements are planned for 2014.

"The campaign speaks to Evergreen's roots as a hands-on organization," said Open partner Christian Mathieu. "We really wanted to let Canadians know that Evergreen and their volunteers aren't just talking about change. They're making it happen."

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