TORONTO – Bell-owned Virgin Mobile has found a creative, and socially responsible, way to promote its newest retail location in downtown Toronto.
On Friday, Virgin Mobile RE*Generation unveiled a custom 11' x 12' mural at its new store on Queen Street West, created by Toronto-based artist Matthew Del Degan in collaboration with young artists engaged at SKETCH, a community arts enterprise that creates opportunities for young people living homeless.
Virgin Mobile RE*Generation is Virgin Mobile's pro-social initiative dedicated to empowering a generation to help its own. This movement creates opportunities for at-risk and homeless youth to develop skills that help them emerge from the cycle of homelessness.
"At Virgin Mobile, we're always looking for ways to give at-risk and homeless youth in Canada opportunities to break out of the cycle of homelessness," said Joseph Ottorino, Virgin Mobile Canada’s managing director, in the news release. "We've teamed up with SKETCH, Matthew and the Love Invasion to shine a light on issues impacting at-risk and homeless youth in Toronto. Installing this mural in our store also gave us a way to contribute to the vibrant Queen West culture."
