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B Lab begins Vote Every Day campaign

Non-profit organization B Lab has begun a digital advertising campaign called “Vote Every Day” that encourages Canadian consumers to support companies that “use business as a force for good.” The organization advocates for certified B Corporations, which meet certain standards for social and environmental performance, public transparency, and legal accountability. The campaign is being conducted in association with Danone Canada, Lunapads International and Chandos, among others. The initiative consists of ads on Facebook and Instagram, including six-second online videos addressing specific issues such as the environment, workers and local businesses. The ads direct consumers to a campaign website for additional information. The campaign was developed by Fortnight Collective in collaboration with Republik.

“People have a voice that gives them the power to vote for what they believe in every day by supporting brands that reflect their values,” said Anthea Kelsick, chief marketing officer at B Lab. “People deserve to know what their money supports, and by choosing B Corps, they can rest assured the products and services they purchase are creating an equitable and just society.”

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