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Plan Canada begins Gifts of Hope campaign

International aid and development agency Plan Canada has begun a holiday season campaign called "Gifts of Hope." The campaign, developed by One Advertising of Toronto, is intended to encourage Canadians to support the organization's efforts to improve the lives of children in poor and developing countries. The initiative includes a 15-second television commercial featuring a talking goat spokescharacter who invites consumers to purchase charitable holiday gifts at the website . Digital executions feature goat and rabbit characters conveying the same message. Advertising will run into December on various specialty channels and on websites including YouTube, Google, Bing,, The Weather Network, Yahoo and BBC. Additional elements include newspaper and transit advertising. "Plan is committed to working with Canadians in ways that are compelling and relevant to their own values and interests in social change," said Paula Roberts, executive vice-president of marketing and development at Plan Canada. "We partnered with One because of their integrated, client focused approach, knowing that it would best meet our needs as we continue to grow and connect with more Canadians."

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