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TD Bank Financial Group promotes shoreline cleanup program

TD Bank Financial Group of Toronto has begun a marketing initiative in support of the "TD Great Canadian Shoreline Cleanup" program, now in its 15th year. The promotion takes the form of a contest intended to encourage Canadians to register for the program, during which volunteers remove garbage from shorelines, waterways and lakes. Participants who register at <> before Aug. 31 will be entered into a draw. The grand prize winner will receive a choice of one of six week-long sailing expeditions for two. "Last year we set records," said Roger St. Louis, regional manager at TD Bank Financial Group. "Over 50,000 volunteers helped remove more than 87,000 kilograms of garbage from Canada's shorelines, but there's still more work to be done. We want this year's cleanup to surpass these records, which is what the contest will help us achieve. The more volunteers we register, the more shorelines we can clean, making our waters cleaner and safer for generations to come." TD is also promoting the cleanup with a print marketing campaign in Toronto, Halifax, Calgary, Vancouver and Montreal. Ads will run in the Globe & Mail, commuter papers and magazines including Time, Maclean's, National Geographic, L'Actualité and Chatelaine. The creative depicts a frog in a pond in the TD shade of green. Transit shelter advertising will also target specific shoreline cleanup locations. Online ads will also be used. The creative was developed by FCB, while The Media Company handled the ad buy. The shoreline cleanup is a conservation initiative of the Vancouver Aquarium. TD became the title sponsor of the program in 2002.

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