Easter Seals begins Giving Gene campaign
By Adnews Staff
Easter Seals Canada has begun a new fundraising and awareness campaign called the "Giving Gene." The initiative encourages consumers to consider the reasons they donate to charity. Consumers can purchase a "Gene Giving Kit" online at <http://www.givinggene.ca> which will allow them to perform a DNA test to determine whether or not they possess a "giving gene," scientifically known as COMT Val 158Met genetic polymorphism. The genetic testing will be performed by the David Braley Research Institute. Proceeds from sales of the kit will go to the organization. The national campaign was developed by J. Walter Thompson Canada and Hill&Knowlton Strategies Canada.
"With the Giving Gene, we wanted to inspire people to explore the reasons they donate to charities like Easter Seals Canada," said Ari Elkouby, creative director at J. Walter Thompson Canada. "The Giving Gene Kits allow people to discover whether or not their giving natures can be linked back to their genetic makeup, which presents a great opportunity to start a larger conversation around giving."