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Toward a "more charitable Canada": Governor-general launches My Giving Moment, a four-year initiative that will partner with nation's largest businesses.

"Governor-General David Johnston has enlisted several of the country’s biggest companies to help lead a new marketing campaign designed to get more Canadians participating in charitable giving. The program, called My Giving Moment, will try to spur people to donate even small amounts of time, money or expertise to worthy causes. It will incorporate traditional advertising and marketing, some of it donated by companies, as well as using social media to get the message across" -- Richard Blackwell, the (Toronto) Globe and Mail

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