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September 2008 - Strategy Magazine
Upfront

New friend request

by Annette Bourdeau
page 8

Centennial College is encouraging people to expand their "social networks" to encompass the world via Humanracebook.com, a new initiative that cleverly combines social responsibility with social media.

The Humanracebook concept aims to raise awareness about Centennial's "Signature Learning Experience" course, which purports to equip students with the knowledge they need to become global citizens.

Print, OOH, transit and cinema executions poke fun at certain Facebook functions. One billboard shows a forest fire with the copy, "There's more important news than Dan Jeffreys and Tanya Franklin are now friends."

The campaign, which was developed by Toronto-based agency Smith Roberts, is running in the Greater Toronto Area, where Centennial has four campuses.

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