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Public Mobile begins SIM Swap campaign

Mobile communications provider Public Mobile has begun a digital advertising campaign promoting its bring-your-own-device service. Developed by Cossette in association with The Colony Project, the campaign is called "SIM Swap." It encourages consumers to trade-in items that would be considered trash for a free Public Mobile SIM card. Consumers must post a photograph of the item they wish to trade and post if on Twitter, Instagram or Facebook, along with the campaign hashtag. Participants will then receive a web address at which they can provide a mailing address to receive their card. The company plans to use a number of the traded items in future advertising executions. The offer is being supported with an online video and social media activities. Public Mobile is a subsidiary of Telus.

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