Coinciding with the recent opening of the new Major League Baseball season, the Toronto Blue Jays’ charitable arm has launched what it’s calling its most robust creative campaign to date.

The Jays Care Foundation has launched a multimedia awareness campaign across the country that spotlights its national baseball programming that supports youth who face barriers to entry. The campaign, which sports the tagline “When you belong, you believe,” features kids from across various Jays Care programs including Girls At Bat, Indigenous Rookie League, Challenger Baseball, Field of Dreams and RBI.

Jays Care Foundation director of marketing, communications and lotteries Ben Sibley says the goal of the campaign is to bring to life a single, clear articulation for the group’s programming across Canada.

“This was the first deep dive to shine light on Jays Care’s five core programs. The spots highlight real kids from Jays Care programs, which add a true element of authenticity to the creative,” Sibley tells strategy.

The campaign, which was created by Angry Butterfly, features voiceover from Jays broadcaster and former player Buck Martinez, as well as interaction between Martinez and the kids. The campaign’s goal was also to highlight the importance of providing a feeling of belonging for kids, which Sibley says is at the heart of how Jays Care programming is designed.

“From the start, the goal from all sides was to capture a powerful and strength-based portrayal of the diverse kids featured from Jays Care programs, where they appear larger than life in the same manner as big leaguers.”

The campaign initially launched on March 26 and includes TV, digital, in-stadium and OOH, and is anchored by a hero spot with additional 15-second spots highlighting the five core programs. Extensions of the campaign are planned to occur throughout the MLB season this year.