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Go pink. Pass it on.

Social Media

2011

Kyla Xavier (TAXI CANADA LTD)
e: info@taxi.ca

Executive Creative Direction: Jason McCann, Darren Clarke ASSOCIATE CREATIVE DIRECTOR : Laura Watts Creative Direction: Jordan Doucette, Rose Sauquillo Art Direction: Irene Pau, Charlyn Wee Writer: Aaron Chown, Alex Furrer Design: Ashley Leonard, Christine Belanger Agency Producer: Hanna Bratt PRODUCTION HOUSE: IN-HOUSE TAXI, STUZO INC POST PRODUCTION MANAGER/PRODUCER: SARAH VINGOE EDITOR: JARED COOK, TYLER STRAHL Mac Artist: PAM COHEN, KEVIN HESTER AGENCY PRINT PRODUCER : DARCY PANICCIA DIGITAL RETOUCHING: Esther Sanchez Account Director: ALEXIS SAFFRAN Account Manager: NATALIA PARUZEL GIBSON, TYLER BROWN DIGITAL STRATEGY DIRECTOR: Cory Pelletier MEDIA AGENCY : Media Experts MEDIA AGENCY PLANNER: KAREEM BOULOS MEDIA AGENCY PLANNER : VICTORIA LYSNES Ad Agency: TAXI Toronto

The TELUS “Go pink. Pass it on” campaign had a powerful goal: to promote the fight against breast cancer in Canada. The idea was simple. Turn your Facebook profile picture pink and TELUS would donate $1 towards early breast cancer detection. 817,691 people went pink and the Facebook page gained over 550,000 new fans. The campaign was ranked second in both Canada’s top Facebook trends of 2010 and Facebook’s most explosive global pages.

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