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Mount Pleasant Group releases Mother's Day video

The Toronto-based Mount Pleasant Group of Cemeteries has begun an online campaign timed to coincide with Mother's Day. Developed by Union Creative of Toronto, the campaign consists of a documentary-style video featuring a woman who got a tattoo memorializing her late mother using her ashes.

"Tattoos are an incredibly personal thing, but when you add in the element of a loved one's ashes, that's such a beautiful gesture," said Lance Martin, chief creative officer at Union. "We're so happy we could bring this story to life. Helping even just one person get the closure they needed after over a decade made it that much more meaningful."

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