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We Charity International begins We Believe campaign

Toronto-based charitable organization We Charity International has begun a holiday season promotion called "We Believe." Developed by DS&P of Toronto, the initiative encourages consumers to arrange their holiday lights to form the word "WE," then to share photographs and videos of their displays via social media. According to the organization, the intent is to allow consumers to "show that they believe in a better world." The promotion also includes an online video which depicts people setting up light displays, as well as a website at <>.

"We were looking to tap into a pre-existing behaviour," said Brian Murray, creative director at the agency. "This will help increase the odds for this new holiday tradition to catch on."

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