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Cure Foundation conducts Denim Day campaign

The Cure Foundation has hired Zoom Media of Montreal to develop a campaign promoting its National Denim Day event to raise funds for breast cancer research. This is the second year Zoom has handled this assignment. The campaign makes use of out-of-home advertising displays covered in denim shirts with the foundation's pink flower ribbon pinned to them. The creative encourages viewers to wear denim clothing on May 12 and donate to the foundation by text message. The ads are located in fitness centres in Montreal, Vancouver, Toronto and Calgary. The effort also includes postcards and office building elevator decals. The campaign will run until April 26.

"We are very proud of Zoom Media's denim shirt concept for this year's breast cancer fundraiser by the Cure Foundation," said foundation director JoAnne LaPointe Braun. "The classic boards will no doubt create huge visibility for the campaign due to their original and creative approach."

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