Lest We Forget: The Historica-Dominion Institute and DDB Canada Partner to Pay Tribute to the Men and Women Who Have Served, and Continue To Serve, Our Country

Historic Date Comes to Life at City of Toronto Remembrance Day Service

TORONTO, Nov. 11, 2011 /CNW/ - It only happens once in a lifetime. Today, at the 11th hour, of the 11th day, of the 11th month of the 11th year, Canadians will join in silence to pay their respects to the thousands of men and women who sacrificed their lives for our great country.  To honour the courageous, DDB Canada, has donated its full resources to launch an impactful and emotional Remembrance Day campaign, which showcases war veterans in a unique and symbolic way.

Developed for The Historica-Dominion Institute, the largest, independent organization dedicated to Canadian history, identity and citizenship, the campaign was created, leveraging the unique date for this year's Remembrance Day to increase awareness and bring service stories forward in Canadian consciousness.

"From Vimy Ridge to their sacrifice during 1944's D-Day invasion, from the Battle of Kap'yong to modern-day conflicts, Canadian men and women have selflessly fought for our freedom with their lives," says David Leonard, president and COO, DDB Canada. "To say we're proud to be able to work with our partners and nurture this creative initiative for such a profound cause is truly an understatement."

A visual representation of the historic '11/11/11' date was created utilising veterans to represent the numbers. Comprised of six Canadian veterans, consisting of four from the Second World War, and two from the Korean War, the image coupled with the line, 'Remember' creates a simple, respectful and memorable tribute to the soldiers that gave so much of themselves for our country. In addition, the veterans are organised in pairs by military branch:  the Royal Canadian Air Force, the Canadian Army, and the Royal Canadian Navy. The diversity of the Canadian Armed Forces is also represented across the six individuals, with one French Canadian veteran, one African-Canadian veteran, and one female veteran.

Launching today at the City of Toronto Remembrance Day Service at Old City Hall, the initiative kicks off with a live visual interpretation of this image.  Showcasing a commanding white background with the historic '11/11/11' date in the forefront, it features six cadets standing side-by-side saluting, each forming the shape of the number '1.' Above the date, The Historica-Dominion's Memory Project logo sits alongside the word 'Remember'.

The Memory Project, one of The Historica-Dominion Institute's most successful educational programs, connects veterans and Canadian Forces personnel with students online and in classrooms across the country to help them to understand the selfless sacrifices Canadians make in war and peacetime.

"Through this meaningful partnership in support of our Memory Project, we hope Canadians will continue to gain a greater knowledge and deeper appreciation of the rich history, heritage and stories of our country," says Jeremy Diamond, Director at The Historica-Dominion Institute. "To all the veterans who have served in the name of peace, and to those who continue to serve, we are forever in your debt."

Through the generosity of our media partners, the tribute will be featured in The Globe and Mail on 11/11/11, via ten second tags all this week on the History Channel, prominently featured on seven transit shelters in Vancouver and Toronto, courtesy of CBS Outdoor and Pattison Outdoor and OMD Canada who secured premium on line banner placements on leading websites.  Printing services have been donated by Clockwork Productions.

The Historica Dominion Institute and DDB Canada would like to thank The Royal Canadian Legion, Veterans Affairs Canada, The Department of National Defence and the City of Toronto for their support in helping to make this initiative a reality.

About DDB Canada
Named Strategy's 2010 Agency of the Year and Top Creative Agency in 2011, DDB Canada is the most creatively acclaimed, internationally recognized marketing communications agency in Canada. Known for advertising that generates significant results for clients, DDB Canada is a "total communications company" whose fundamental belief is that creativity is the most powerful force in business. DDB Canada has offices in Vancouver, Edmonton, Toronto and Montreal. The agency's integrated groups include: DDB Kid Think (youth marketing), DDB Public Relations, Tribal DDB (online and interactive), Karacters Design Group, Rapp Canada (direct), Radar DDB (social media marketing), DDB Hodes Recruitment Communications (recruitment marketing) and Shopper DDB (shopper marketing).

About The Historica-Dominion Institute
The Historica-Dominion Institute is the largest independent organization dedicated to history and citizenship in Canada. Its mandate is to build active and informed citizens through a greater knowledge and appreciation of the history, heritage and stories of Canada. Visit www.historica-dominion.ca.

Image with caption: "Royal Canadian Air Cadets salute veterans during a historic 11/11/11 moment as part of DDB Canada and Historica-Dominion Institute's tribute during the City of Toronto Remembrance Day Service at Old City Hall. (CNW Group/DDB Canada)". Image available at: http://photos.newswire.ca/images/download/20111111_C5110_PHOTO_EN_6551.jpg

SOURCE DDB Canada

For further information:

For more information or interviews, please contact:
Martine Levy, Managing Director
DDB Public Relations
416.972.7719
martine.levy@can.ddbpr.com

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