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Rethink Breast Cancer begins t-shirt campaign

Toronto-based charity Rethink Breast Cancer has begun a multi-media campaign to promote its “Fashion Targets Breast Cancer” t-shirt program. The campaign includes magazine, print, outdoor and online advertising using the tagline “A t-shirt says a lot about you.” The fundraising shirts are being sold through Roots stores and other retailers. The campaign also encourages Canadians to wear these shirts on May 25 to demonstrate their support for the cause. The initiative was developed by John St. of Toronto. “A t-shirt is the perfect way to express how you are feeling on a particular day or just to show who you are,” said Stephen Jurisic, co-creative director of the agency. “It can be the ultimate form of self-expression. We wanted people to think about that, and hopefully get them to buy a shirt and wear it on May 25.” A website for the promotion, located at <>, has been constructed by AmoebaCorp.

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