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Roots of Empathy depicts miniature scenes of rage to teach a lesson

By Christopher Lombardo
December 16, 2024

Roots of Empathy, an evidence-based classroom program founded in Toronto, is using scenes of rage to teach a lesson in classrooms. “It Takes A Child to Raise a Village” takes the viewer on a tour of a miniature holiday village at Little Canada, but instead of jovial carolers and revelry, it depicts bad behaviour like road rage and vandalism.

“Empathy, kindness and imagination are vital for any leader to be able to effectively solve the most complex problems of our society,” says Mary Gordon, founder of Roots of Empathy, which is designed for children kindergarten to grade 8. “Empathy is the bridge that connects us all and, in our work, we’ve helped over 1.2 million children develop those foundational capacities.”

The campaign featured the organization’s real-life volunteers, the agency’s staff and people connected to Roots of Empathy’s work using 3D technology donated from Objex Unlimited and Little Canada to help bring the unexpected vignettes to life.

It is informed by the fact that empathy has declined 48% over the last 30 years and continues to fall, Gordon says. And according to the 2019 Canadian Health Survey on Children and Youth (CHSCY), 71% of Canadian youth aged 12 to 17 reported experiencing at least one form of bullying in the past 12 months.

Indie creative shop and social impact agency, Public Inc., was tasked to help the organization increase donations for its school-based programs. “We have a motto at Public Inc., which we try to infuse in everything we do: ‘Imagine Better,'” says agency CEO Phil Haid. “And that’s ultimately what Roots of Empathy is doing for children everywhere. Their programs inspire everyone who learns about them, as evidenced by all the amazing teams who have come together to help us bring this campaign to life.”

Running on Public Inc. and Roots of Empathy’s social channels, the spot calls for donations that will help bring empathy to more children across the world. Other groups that were moved by the charity’s mission have donated their time, expertise and even their families’ miniature holiday villages, including Pirate Sound, Hope’s Clover Farms, StylePhotos Studios Inc. and Darling VFX.

No media buy is planned. Public is working owned and earned media to enhance the campaign.
“The entire campaign is pro bono so we rely on the generosity of partners to help extend the reach of the campaign,” Haid says. “All our holiday campaigns are digital first and this one’s no exception.”

The campaign will run through Jan. 1.