Pattison Outdoor Advertising and its digital advertising affiliate, Pattison Onestop, were the official out-of-home (OOH) advertising partner for We Day Toronto.

To commemorate more than a decade of partnership, Pattison donated billboard space to help young social advocates bring their message to life. TreesCO2 was selected as the ideal start-up to be featured on the billboard to be displayed in a high-traffic area of Toronto.

An idea conceptualized from the need for more trees in Toronto, two young entrepreneurs began TreesCO2 by selling ice cream to raise money to purchase the trees to be planted. Through the creative execution, the young entrepreneurs hope to generate increased awareness for their cause and encourage others in the community to be environmentally conscious.

The We Day Toronto celebration was on Sept. 19 at the Scotiabank Arena in downtown Toronto, hosting more than 20,000 students and teachers who have brought significant change in their communities.

“It’s an honour and a pleasure to once again support the amazing work of Marc and Craig Kielburger and the entire We Movement. Partnerships with great organizations, like We, are the centrepiece of our community outreach at Pattison,” said the company’s vice-president of digital technology, Ian Gadsby. “The work of Canada’s youth is inspiring to our employees, and we thank We for the role we are able to play in empowering social change.”