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Muscular Dystrophy Canada begins fundraising campaign

Muscular Dystrophy Canada has begun a new campaign to promote its "Walk for Muscular Dystrophy" fundraising initiative. The campaign, in English and French, consists of posters, mailers, collateral materials and an online video. These materials will be used by various chapters of the organization nationally. The creative uses copy such as, "It takes 4 muscles to sit and watch a re-run on TV. Join the walk for muscular dystrophy instead." The campaign was developed by Smith Roberts Creative Communications of Toronto. "We're hoping this campaign brings to light awareness about muscular dystrophy and that it affects over 50,000 Canadians," said Sajeeta Saroop, national director of marketing and communications at Muscular Dystrophy Canada.

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