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Bristol-Myers Squibb Canada extends One Life campaign

Pharmaceutical company Bristol-Myers Squibb Canada has begun a new phase of its ongoing HIV awareness campaign called "One Life." The campaign, developed by Bleublancrouge of Montreal, began with creative that encouraged adults to get tested for HIV. The new phase encourages those at risk of HIV to "Get Care." The effort includes a website at <>, a series of online videos, print ads in LGBT publications, out-of-home advertising, kiosks at Gay Pride and AIDS events in Montreal, Toronto and Vancouver, as well as direct mail. "This unique campaign continues to innovate and break new ground in the marketing field," said Dominique Trudeau, creative director at Bleublancrouge. "The new Take Action video was designed as a high-impact and emotional 'do something' video."

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