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Canadian Tire conducts Shovel It Forward campaign

Canadian Tire has begun a social media campaign called "Shovel It Forward." Developed by Tribal Worldwide of Toronto, the initiative encourages consumers to shovel a neighbour's snow this winter. The company began the promotion by clearing driveways unannounced in eight Canadian communities, then leaving behind branded shovels and an invitation to repay the act by clearing someone else's driveway. The promotion also includes a website at <>, which offers an online video, a collection of stories about the kindness of neighbours, and social media links. The four-week campaign will also make use of promoted video and photos on Facebook and Twitter.

"This program is rooted in the age-old practice of shovelling a neighbour's driveway or sidewalk, simply because it's the Canadian thing to do," said Joshua Stein, executive creative director at Tribal Worldwide. "No brand understands life in Canada better than Canadian Tire. 'Shovel It Forward' is a great way for us to demonstrate this."

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