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Children's Aid Foundation retains Blade

Blade Creative Branding of Toronto has been retained by the Children's Aid Foundation for a fourth year to promote its annual J.J. Bear fundraising campaign. During the initiative, which will run until the end of the year, teddy bears are sold online and at participating Rona locations in the Greater Toronto Area. The campaign consists of print and radio advertising, as well as stickers. "We wanted a strong emotional image without being too somber and the teddy hugging the little girl worked out really well," said Kim Foster, senior art director at Blade.

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