Put a light on for the kids. Montreal’s TAM-TAMTBWA just launched a thought-provoking new integrated PSA campaign to support the rebranding of Montreal’s Marie-Vincent Foundation, which aids sexually abused children.

The campaign centres on a nightlight, and the agency cleverly sought the support of home improvement chain RONA to produce and sell the item. It is currently being sold at RONA stores across Quebec to raise money for the foundation. ‘It’s an object that really incarnates [Marie-Vincent’s] mission,’ explains TAM-TAMTBWA president Brigitte Mittelhammer. ‘It’s comforting.’

TAM-TAM has been working with the foundation on a pro-bono basis for eight years now. The agency wanted to go beyond PSAs, and decided the nightlight would be a great fundraiser.

The campaign also includes TV, radio, print and outdoor. Its TV spot is particularly affecting. Called ‘loss,’ it depicts children losing everyday items like teeth. Then we see a door close and a chilling note telling us that a child of seven is losing her innocence. ‘We want to provoke a reaction and make people want to make a call.