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Gilda's Toronto launches Post Mortem Post

Gilda’s Toronto, a charitable organization that provides support to people experiencing cancer-related stress, has begun an initiative called “Post Mortem Post.” Developed by Juniper Park TBWA, the initiative provides users of social media website Facebook with the ability to pre-plan the final post on their timeline, encouraging readers to donate to a charity of their choice upon that user’s death. The campaign will run online and on social media until Aug. 1.

“A lot of people don’t have a plan for their Facebook feed after their death, and Post Mortem Post gives them an opportunity to create a lasting legacy through one final, meaningful request to their friends and family,” said Liam Steuart, managing director of precision marketing at Juniper Park TBWA. “We hope this initiative gives people comfort that instead of leaving their last post to chance, they can do something good, even after they’ve moved on.”

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