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Indigo conducts Always Be Reading campaign

Toronto-based retail chain Indigo Books & Music has begun an online promotion called "Always Be Reading" which highlights the benefits of reading, such as "building empathy, reducing stress, inspiring the fulfillment of goals and boosting brain power."

The effort includes the participation of photographer Yasin Osman, who will visit various Indigo stores to take candid pictures of customers reading. These customers will then be asked to describe what they are reading and why. This material will then be posted on the company's social media pages, along with an invitation for others to submit descriptions of their own connections to reading.

The campaign also includes a contest component that will run until March 31. Consumers can enter by submitting a photograph of their most recent visit to an Indigo store via Instagram. Four winners will receive $100 Indigo gift cards.

"At Indigo, we believe that stories connect us," said Kirsten Chapman, chief marketing officer at Indigo. "Our stores have long served as local hubs for booklovers to come together, and through our always be reading movement, we hope to inspire Canadians all over the country to continue to share their passion for reading with one another."

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