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Vancouver Sun promotes Dalai Lama issue

The Vancouver Sun has begun a marketing campaign promotion the upcoming guest editorship of the Dalai Lama on Sept. 26. The campaign, developed by Pearly & White of Vancouver, includes a 30-second radio commercial called "Road Peace," in which one driver yells at another driver to get his attention in order to thank him for being thoughtful. "The spot is meant to be entertaining but more importantly, it is meant to bring attention to our at times ridiculous behaviour and to emphasize the pressing need to embrace the thoughts and words of the Dalai Lama," said Dan Nelken, the agency's co-creative director. The campaign also includes print and point-of-sale ads using the tagline, "Enlightenment for just $2.00." A social media initiative is also underway, encouraging readers to perform "Random Acts of Kindness." Promotional workers will distribute Dalai Lama buttons at high-traffic locations in Vancouver during the week of September 21.

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