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Heart and Stroke Foundation, Roots begin joint promotion

The Ottawa-based Heart and Stroke Foundation of Canada has begun a joint promotion with apparel retail chain Roots intended to raise awareness of the organization's work. The initiative is timed to coincide with Heart Month. During the promotion, Roots stores will sell a range of branded merchandise, including a Heart & Stroke toque and leather bracelet featuring the charity's recently-redesigned logo. Sales from these products will be donated to the foundation.

The promotion is being supported with a social media component in which various Canadian personalities are posting photographs of themselves wearing the toque on their social media pages. The organization is also encouraging consumers to post images of themselves wearing these items.

"Teaming up with an iconic brand like Roots during Heart Month will help raise awareness about the devastating impact that heart disease and stroke has on Canadians," says Geoff Craig, chief marketing and communications officer at the foundation. "In conversations with Roots, we discovered we share a passion for fighting heart disease and stroke, and a common vision for healthy lives. We're also enthused to be collaborating on a campaign that brings style and substance together. It is sure to reach a greater number of Canadians about the urgency of our cause. We're excited to give people a way to 'wear' their support for Heart & Stroke."

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