Safehaven is introducing a book to raise awareness about children with medical complexities and to highlight the role the non-profit plays in helping these people.

The “One in 100” illustrated book takes readers on a visual journey through iconic Toronto landmarks, encouraging them to find the one child with a medical complexity in the group of 100 on each page. Proceeds from each book sale will help fund Safehaven’s work.

The book launch is accompanied by a new campaign of the same name, which emphasizes how simple it can be to create change by recognizing this group more, and supporting Safehaven’s work to provide them with community programs and accessible recreational activities.

Larissa Smit, Safehaven director of strategy and systems innovation, tells strategy that the narrative approach of the book and campaign was to demonstrate both that medically complex children are an important part of local communities, but also often go unnoticed or forgotten.

“The goal of launching the ‘One in 100’ book and campaign is to raise awareness around the lives of children with medical complexities and the crucial role Safehaven plays in offering compassionate care in the community,” Smit says.

Safehaven also recognizes a need to raise awareness about its work, as the work done to offer lifelong care after leaving a hospital for children with complex medical needs, which the non-profit provides, is often overlooked.

Matt Litzinger, founder and CCO of Local Collective, the agency behind Safehaven’s campaign, tells strategy that the first step to change something is to notice it. That’s why the organization and the agency thought a book, along with a promotional campaign, was the best way to contribute to this problem while marketing the brand, Litzinger says.

“Unfortunately, one in every 100 children in this country is medically complex and our system of care simply isn’t funded in a way that allows for these people to exist without the help of places like Safehaven and from the support from the rest of us,” he says. 

“We are using a different medium to not only get noticed but to be engaged with and most importantly, remembered… a book creates a tangible device that goes beyond just one viewing or one use. It lasts, just like the change we need to happen.”

Litzinger adds that along with the awareness issue, the level of donations from all charities has continued to decline across Canada.

The book and campaign are designed to strengthen Safehaven’s existing brand positioning by supporting inclusion and belonging for people with complex care needs. Its target demographic is Torontonians over the age of 25, with the goal of raising awareness about Safehaven’s role in delivering critical care and establishing the non-profit as a household name in Toronto’s care-giving arena.

The campaign is being promoted through Safehaven’s social channels, partnerships with Toronto influencers, Instagram content highlighting the campaign and how Safehaven has helped people, and a sponsored article in the Toronto Star featuring the book launch and the impact Safehaven is having on the Toronto community.

Heads+Tales managed PR, while media buying was handled by M&K Media.