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Breakfast Club of Canada conducts campaign

The Montreal-based Breakfast Club of Canada is conducting a promotion called "Help Them Shine." The national fundraising initiative is being conducted in association with Walmart. Until March 7, consumers can donate funds to the organization via a website at According to the club, this is the biggest fundraising campaign in its history.

The promotion includes in-store materials and social media activities, including a three-part online video called "Rising to a Brighter Day." Each part of the video focuses on one of the Breakfast Club's three themes of giving, sharing and enjoying. Each is primarily concerned with one of three groups: donors, volunteers and children. The videos are based on real events and seek to illustrate how an act of kindness can improve a day. A two-minute version of the video will also be released.

A poster and trailer for the video are being shown in Cineplex theatres nationally. In Quebec, Bell Media is posting the videos and other information on its television and radio station properties.

"With this approach, we are taking advantage of some of the most powerful platforms and the most sought-after expertise in the fundraising sector," said Diane Fabi, director of national communications at the Breakfast Club of Canada. "This is a giant leap forward for the Breakfast Club of Canada and one that will help us set the table for next year's 20th anniversary celebrations. We are tapping into the strength of Walmart's vast network and the synergy of social media, including the platforms used by our partners like Cineplex and Bell Media."

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