In collaboration with Yokohama
Important Note: Yokohama, the principal sponsor of this report, recently launched The Extra Mile social initiative, the goal of which is to recognize and honour frontline workers putting their health and lives at risk every day to protect those of Canadians.
Over a period of ten weeks, Yokohama asked its social-media community to nominate frontline workers who are going the extra mile. The company will donate a set of new tires to a new deserving recipient every week. Nominations can only made on the brand’s Facebook page, and people are asked to share the nominee’s story as they drive their vehicle to the front lines.
The campaign, established by Yokohama’s partner agency, Toronto-based We Are Social, will include the launch of a minute-long video and posting of related materials on the brand’s social media platforms, to spread the word about the campaign and encourage people to nominate deserving frontline workers.