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Roots begins Be Nice campaign

Toronto-based apparel retailer Roots Canada has begun a new marketing initiative called "Be Nice" to coincide with the 150th anniversary of Canada. The campaign began with the release of an online video highlighting "key moments and people that have helped to define our nation." The video has been posted at <>. The initiative is also raising funds for charitable organization We and its Indigenous Youth Empowerment program by selling "Nice" buttons at its retail locations and online store.

The campaign will also include a series of online and in-store events between now and July 1. One execution will be a "Search for Canada's Nicest Person." Consumers can submit nominations via social media from May 2 to May 28. Ten finalists will be revealed on June 5, with the winner to be determined by online public voting. The winner will receive a $10,000 donation to the charity of their choice.

The chain will also install a temporary retail location at a number of summer events and festivals nationally. The first of these will be the CBC Music Festival in Toronto, followed by Pride Toronto and the Vancouver Pride Festival. The installation takes the form of a self-contained shipping container. In addition, from May 15 to June 1, the company will host art installations at a number of its stores.

"Roots has always been inspired by Canada," said James Connell, vice-president of e-commerce and marketing at Roots Canada. "What better way to celebrate 150 years of this wonderful country than to celebrate its people? We hope Canadians will share their inspirational stories, wear and share a 'Nice' button to raise funds for a great cause, enjoy great Canadian art that is part of our shared cultural heritage and be motivated to 'Be Nice' to create an even nicer Canada for the next 150 years and beyond."

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