Canadian Pacific, CFL begin Beautiful Hearts campaign
Railway company Canadian Pacific and the Canadian Football League have begun a joint promotion called "Beautiful Hearts." The initiative is intended to raise awareness of and funds for the University of Ottawa Heart Institute. It will run through the 2017 season. The campaign involves the participation of 11 CFL players, alumni, managers, owners and officials who will appear in online videos that will be posted to social media sites every two weeks. For each viewer who shares a video, the CFL will donate fifty cents to the institute.
The promotion also includes a contest component which consumers can enter by submitting a definition of "what a beautiful heart means" at <http://www.cfl.ca/contest>. The grand prize is a trip to the 2017 Grey Cup championship game in Ottawa. Secondary prizes will also be distributed.
"CP is proud of our partnership with the CFL and the benefit our community partners receive from the passion of CFL fans," said Keith Creel, president and CEO of Canadian Pacific. "Heart health is an important cause and one that resonates with our CP family of nearly 12,000 railroaders. Having a beautiful heart means taking care of ourselves so we can be there for our loved ones, our friends, and our communities."