The Brand: Macaulay Child Development Centre is a charity providing essential services to over 6000 children and 8000 parents and caregivers across Toronto. The program is committed to helping all children, irrespective of their circumstances or abilities, reach their full potential and thrive.
The Ask: How do we increase brand awareness and donations?
With 80% of Canadians over 35 contributing to charity at least once a year, Canadians clearly want to help. But donations seem small compared to the problem they're fighting. Let's show donors that every individual number matters, and even raising that number by one, one more smile, one more happy kid, is a worthwhile thing to do.
Why it works: Donations don’t get lost in a money pit with Every Smile Matters. The odometer, direct mail cards and social campaign focus on human connection and instantly give donors the opportunity to become part of the solution. Donors see how their donations make a difference, one smile at a time.
Note: This was a live client, and the work was selected by Macaulay for future use.
Team:
Justin Steen - Strategist
Jessie Cheung - Copywriter
Frances Bruce - Copywriter
Hibah Ahktar - Art Director
If you're looking for a strategist to elevate your brand, please reach out.
I aim to respond within one business day.