CBC begins holiday campaign
By Rob Bale
CBC has begun a campaign in support of its annual “Make the Season Kind” holiday charity drive. The initiative encourages donations to food banks nationally during the holiday season. The campaign will run until Dec. 31 on television, as online video and as social media content. The creative features approximately 25 Canadian celebrities. The campaign was developed by CBC in collaboration with Off Screen Romance, with media work by Initiative.
“This year’s ‘Make the Season Kind’ campaign illustrates CBC’s important role in bringing Canadians together to address the needs that exist in our communities,” said Maya Kane, executive director of marketing and communications at CBC. “Thanks to the participation of some of our country’s biggest stars, we hope to further amplify our annual call for kindness and generosity in support of local food banks, at a time when many need it most.”