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Habitat for Humanity conducts Mega Bloks promotion

Habitat for Humanity Canada has begun a promotion in association with toy brand Mega Bloks intended to raise awareness of the issue of affordable home ownership. The initiative, developed in collaboration with Cossette, takes the form of a life-sized house built out of Mega Bloks. The installation will be on display at the Interior Design Show in Toronto from Jan. 21 to 24.

The "Brick for Brick" campaign also includes an online video that depicts a girl trying to build a house for her family out of blocks. The video has been posted at <>.

"We wanted to find a unique way to raise awareness outside of the video," said Peter Ignazi, chief creative officer at Cossette. "Bringing to life the idea of the little girl by building a real-life Mega Bloks home was a great way to connect the different pieces of the campaign and build something show-stopping. The ask is simple. Donate to help turn the girl's dream into a real home."

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