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Community Food Centres Canada conducts Restaurants for Change campaign

Toronto-based Community Food Centres Canada has begun a marketing program in support of a new fundraising initiative called "Restaurants for Change." The campaign is also intended to raise awareness of the need for a "healthy and equitable food system." The fundraiser involves 25 restaurants in nine cities that will donate the proceeds from one dinner service on Oct. 22 to the organization. The funds will support the group's programs in low-income communities.

The bilingual, national campaign was developed by Dot Dot Dash and The Siren Group, both based in Toronto. Dot Dot Dash created a logo for the initiative and website at <http://www.restaurantsforchange.ca>, as well as collateral and in-restaurant materials. The agency also developed a public service announcement in association with The Food Network that will run nationally through October. Public relations, media relations, special events, sponsorships and social media activities are being managed by The Siren Group.

"It isn't every day that an organization comes along with a mandate that seeks to shift the way our culture operates with such integrity, humanity and vision," said Blaine van Bruggen, partner at Dot Dot Dash. "We created a name for the initiative that was direct, ownable and clearly articulated CFCC's vision of evolving the current food system while highlighting the key role that restaurants and chefs play in this evolution. We designed the logo to feel handmade, representing the vision of accessibility while providing a sense of motion and urgency."

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