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Royal Canadian Mint breaks new campaign

The Royal Canadian Mint has begun an advertising campaign promoting the release of a new one-dollar coin commemorating the 50th anniversary of the decriminalization of homosexuality in Canada. The campaign, developed by Cossette, includes print ads as well as 3- and 15-second versions of a video that will run on television, Facebook and Instagram. The video, called “The Cost,” depicts the history of equal rights for LGBT Canadians. Media work for the campaign is being conducted by Media Experts.

“There is still so much we need to do to achieve true equality,” said Peter Ignazi, global chief creative officer at Cossette. “This film celebrates the victories over the last half century and our collective commitment to celebrating love in all of its forms no matter the cost.”

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