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United Way readies Unignorable campaign

Charitable organization United Way has prepared a public awareness campaign called "Unignorable" in collaboration with the Pantone Color Institute. The initiative makes use of a custom colour called Unignorable which is intended to bring attention to a range of local social issues. According to the organization, this is the United Way's largest public awareness campaign to date.

The national effort will begin at the Nuit Blanche art festival in Toronto on Sept. 29. The organization will place an art installation at Nathan Phillips Square intended to emulate feelings of isolation, helplessness and uncertainty. This will be supported with social media activities.

The larger campaign will include executions featuring the custom colour and highlighting issues such as poverty, youth unemployment, social isolation, domestic violence, hunger, mental health, education inequality and homelessness. The effort features an online video and a website at <>.

The campaign was developed by Taxi, with media work by Touché and public relations from Rock-it Promotions.

"Issues like poverty, youth unemployment and social isolation negatively impact our communities by holding too many people back," said Daniele Zanotti, president and CEO of United Way Greater Toronto. "To tackle these complex issues, we need everyone in communities across Canada to show their support. But first, we need their attention."

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