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Brandaid gets its first Canadian TV campaign

Brandaid is a project launched in 2008 by Canadian advertising executives to help Haiti’s artisans with the design, branding and business connections

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A new ad is aiming to convince Canadians to think of Haiti in a new way: as a creative hub.

The TV commercial now running on Rogers Media-owned stations City, OMNI and Sportsnet, is for Brandaid – a project launched in 2008 by Canadian advertising executives to help Haiti's artisans with the design, branding and business connections they need to make their goods marketable on a global scale.

This holiday shopping season, Brandaid has been promoting its partnership with Hudson's Bay that has brought the initiative home to Canada, offering hand-made products for sale at the retailer's flagship Toronto store and on its website.

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Brandaid's products have already been sold at Macy's in the U.S. and Selfridges in Britain. The Haitian artists who make them receive 25 per cent of the retail price, a much higher margin from the sales of their products than they would otherwise get. The project also received $750,000 in funding over the past two years from the Canadian International Development Agency – now under the Department of Foreign Affairs, Trade and Development.

Rogers donated the airtime for the ad, which will run on television until Dec. 31.

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