Veteran Affairs Canada wanted Canadians to more actively engage in remembering Canada's Veterans.
The strategic approach was to influence Canadians that remembrance should be more than a one-day celebration. A national, bi-ligual integrated campaign including TV, digital, and social media advertising asked Canadians to "Show their thanks" by posting a message, image or video into a Facebook app using the hashtag #ShowYourThanks.
Over 4,500 Canadians uploaded their message of gratitude.
