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Rethink Breast Cancer promotes film festival

Rethink Breast Cancer has hired The Hive of Toronto to develop a pro bono advertising campaign for its Breast Fest annual film festival to raise awareness of breast cancer. The campaign features a 3:50 minute musical film that depicts a young breast cancer survivor shopping for a bra in a lingerie store. The video has been posted on YouTube, while a 30-second trailer will run in Alliance Cinemas and on television in the Toronto area. Additional components of the campaign include street posters from Grassroots Advertising, a website at <>, online ads,  and a 10-second commercial on the video board of the Toronto Eaton Centre Media Tower, provided by Outdoor Broadcast Network. "The challenge we were given by Rethink was to not only raise awareness of the festival, but also create in people the feeling that they were compelled to attend," said Rosalinda Graziano, associate creative director at The Hive. "That led us to the idea of a musical, because it's a genre that allows you both to convey rational information through song lyrics and to affect people's emotions at a deep level through music and dance." The third-annual Breast Fest Film Festival will take place in Toronto from Nov. 19 to 21.

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