Media Components
Wishmaker Parade - TV PSA (en)
Using an imaginative animation style combining live action and "cut-out" still frames, this spot promotes grass-roots community involvement in a national special event for the Children's Wish Foundation. Our Story - TV PSA (en)
“Our Story” is a narrative-style TV PSA in which real kids talked about the real issues of living with high-risk, life-threatening illnesses, and how Children's Wish can make a difference in their lives. Get Through This - TV PSA (en)
The toughest part of high-risk, life-threatening illness for young children is the constant barrage of needles and treatments. This spot helps potential donors understand that a "Wish" can really help kids and families focus on hope. La Lettre - TV PSA (fr)
In this spot, a hospital-bound child writes a letter to the Children's Wish Foundation, thanking the organization for the fact that her wish to visit the Rocky Mountains with her family has been granted. The Letter - TV PSA (en)
In this spot, a hospital-bound child writes a letter to the Children's Wish Foundation, thanking the organization for the fact that her wish to visit the Rocky Mountains with her family has been granted. Radio PSA (fr)
“Our Story” is a narrative-style radio spot in which real kids talk about the real issues of living with high-risk, life-threatening illnesses, and how Children's Wish can make a difference in their lives. National Print and Outdoor Campaign (fr & en)
Using the national theme line "Only two more needles until my wish", the print campaign features a young girl, clearly in a hospital setting, making a victory sign to camera. This free placement campaign had tremendous uptake in local major dailies, community papers, national magazines, and through a variety of outdoor media including bus shelters. CWF Website
HyperActive refreshed and reinvigorated CWF's site, adding vibrancy and colour that matches the optimism and hope of the Wish Kids at the centre of the organization, facilitating on-line giving. |
6 English and 6 French Television Commercials, 8 English and French Radio Commercials, Print Materials, DVDs, Website To distinguish CWF as a brand leader; To produce gains in revenue while avoiding very expensive paid media buys. Focus on promoting the CWF brand, not the category; Tell the brand’s story through the eyes of the children who benefit; Strengthen involvement and buy-in from regional chapters, especially in Quebec; Involve Canadian media as partners in positioning CWF for donations and as the “first choice” for children with high-risk, life-threatening illnesses. National English and French TV PSA campaign features donated, rights-free music by Carly Simon and Bruno Pelletier; Radio, website, corporate materials, campaign analysis (www.childrenswish.ca); Print ads marketed to major Canadian dailies and magazines with strong take-up; Banner ads marketed to major Canadian sites with strong take-up; Aggressive promotion and follow-up of PSA distribution. CWF revenue for 2003 and 2004 is up significantly. Major Canadian broadcasters have made long-term commitments to air the PSA campaign, which has generated $500,000 in free airplay to date and created stronger brand recognition. |
Project Types:
MARKETING
GENERAL COMMUNICATIONS
SEND TO A FRIEND |
TV Spot
Radio
Print
Internet