Safehaven is deploying verse to raise awareness and highlight its work with medically complex children.

The not-for-profit, which provides residential, respite and transitional care to individuals with medical complexities and disabilities, created a video that takes viewers on an emotional visual journey, set to Maya Angelou’s poem “Alone.” The awareness campaign, the first for the organization, is meant to encourage Canadians to be compassionate in their communities.

Matt Litzinger, founder and CCO of agency partner The Local Collective, tells strategy that the narration of the poem in the background – which explores the universal human need for connection – is intended to convey that visiting a Safehaven location is an emotional and unique experience.

Litzinger says that it was important to depict the organization as a centre that provides care and a community for children and their families rather than a hospital, because many people are confused about what Safehaven is or are unaware of its existence.

“We want the public to get to know Safehaven, starting first with understanding that there are medically complex children and their families that need care. In fact, one in every 100 kids in Canada is medically complex,” Litzinger notes. Also, “the battle for share of wallet from charity giving is quite intense right now, so high awareness and visibility was really important in making sure that Safehaven is top of mind,” he says.

The campaign includes an illustrated book, “One in 100,” that the organization published in July with the same aim of raising awareness about children with medical complexities. The book takes readers on a visual journey through Toronto landmarks, encouraging them to find the child with a medical complexity in the group of 100 featured on each page. Proceeds from the sale of each book would help fund Safehaven’s work.

“This campaign was an introduction to this charity. And through the entire media buy, we hope to connect with the city and open the door for future conversations,” Litzinger says, adding that the target audience is young families and people living in the GTA. 

The media plan includes social media, cinema, TV, OOH placements at The Well and other locations in Toronto and the GTA, as well as a sponsored article in the Toronto Star for Giving Tuesday, highlighting the impact Safehaven has on the Toronto community.

M&K handled media buying and Heads+Tales handled PR.