National non-profit March of Dimes Canada (MODC) has picked BBDO Canada as its new AOR, tasking it with reinventing the charity’s brand.

The organization, which aims to advocate for and empower people living with disabilities, is seeking to transform its brand “so it can be a true catalyst and accelerator for our mission in communities nationwide,” says Len Baker, president and CEO at MODC.

The non-profit “has a 70-year legacy of impact for people with disabilities, and is deeply committed to being the modern, innovative service provider, resource and advocate they need moving forward,” Baker adds. It is looking to revitalize its core positioning and creative messaging, with a focus on the organization’s efforts and storytelling surrounding key focus areas.

BBDO won the assignment through a review process after “demonstrating deep strategic rigour, powerful creative thinking and a shared vision for a barrier-free society for people living with disabilities across Canada,” says Victoria Pearson, VP of strategy, research and external affairs at MODC.

MODC had previously worked with PS&Co.

“Throughout the review process, we found the March of Dimes Canada team’s commitment, tenacity and optimism to be incredibly powerful,” adds Christopher Andrews, president and CEO at BBDO Canada. “Helping reinvent a legacy brand doing such important work is incredibly meaningful to us.”

The brand and agency are beginning their transformative work immediately.