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Entries tagged with 'canada' have also been tagged with:
Sochi (3), Sport (3), Olympics (3), LGBTQ (2), Texting (2), Mental Health (2), Twitter (2), Drunk driving (2), Ronald McDonald (1)


No father should have to be away from his family #fathersday

Posted by Marc van Gurp | 6-06-2014 15:30 | Stories | Category: Health

WestJet & Ronald McDonald House Charities Canada surprised a hardworking dad, Marc Grimard, with an early Father’s Day gift by reuniting him with his sick child and family. The father’s sick son is in another province receiving treatment.
Read more and see behind-the-scenes here.


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Poignant voiceover remind us that nobody is immune from the pain of a sick child

Posted by Marc van Gurp | 23-05-2014 12:00 | Category: Fundraising, Health

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‘A Sick Child Affects Everyone’ is the a new emotionally charged fundraising campaign for BC Children’s Hospital Foundation. Three TV ads and three radio ads bring us the painful journey experienced by parents, grandparents, siblings, extended family and friends caring for a sick child.

“There is no book for this” the father thinks in the second TV ad. It’s almost a feeling of helplessness and a donation can soften it slightly.

Stephen Forgacs from BC Children’s Hospital Foundation explains: “There’s no question that a child’s illness has a tremendous impact on the people around them. This impact extends well beyond immediate family and into communities across the province. In supporting our hospital, donors touch the lives of thousands of people well beyond the hospital walls; agency DARE realistically captured the journey of family and friends affected by a sick child through this campaign.”

The TV and radio campaign is now live and will run throughout the year.  Print ads will appear from June.


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This May Day, let’s talk about workplace sexual harassment #WDTL

Posted by Tom Megginson | 1-05-2014 17:00 | Category: Human rights

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It’s May Day, and in recognition of workers’ rights Draw The Line Ontario (not to be confused with Labatt’s “Know When To Draw The Line” responsible drinking camaigns) has posted a new PSA about workplace sexual harassment:

It’s a serious issue, so I won’t harp on the fact that the “talking head” format is overused in PSAs. Rather, let’s listen to what these women have to say. And more importantly, understand how sexual harassment has wide-ranging effects on both the women who experience firsthand and those who witness it.


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Canadian Paralympians push the envelope for Sochi #whatsthere

Posted by Tom Megginson | 5-02-2014 17:29 | Category: Sport

Canadian Paralympians push the envelope for Sochi

After gathering huge accolades for their “Unstoppable” campaign for London 2012, the Canadian Paralympic Committee and BBDO Toronto have taken a different approach to the 2014 Winter Games in Sochi.

Where “Unstoppable” was a moving, storytelling approach, #whatsthere is all action:

 

It’s an interesting use of the video “envelope” format familiar to anyone who has watched a widescreen movie on a standard TV set.

 


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Lube up for the Sochi Luge

Posted by Marc van Gurp | 4-02-2014 21:30 | Category: Gender issues, Sport

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The ad that wins the Olympics comes from the Canadian Institute of Diversity and Inclusion (CIDI). There is no doubt about that.
The two-man luge, in all its glory. Once you see this, you’ll never look at the Luge the same again.

Using an insult to tell the message. With all the clichés that matter. So exaggerated that it’s brilliant.

“The Games have always been a little gay. Let’s fight to keep them that way.”

Michael Bach, Founder and CEO of the CIDI: “The discrimination in Russia is unacceptable. As an organization, we want to show our support, especially for the athletes competing at the Olympics in Sochi.”

Hat tip Shannon!


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Classic Coke ad hacked to shame Olympic sponsorship #CheersToSochi

Posted by Tom Megginson | 29-01-2014 19:37 | Category: Human rights

Classic Coke ad hacked to shame Olympic sponsorship

Queer Nation NY combined Coca-Cola’s classic ode to world peace, (the 1971 “Hilltop” ad by McCann-Erickson) with images of anti-gay police violence in Russia to make a statement about the brand’s involvement in the 2014 Winter Olympic Games.

 


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Struggling Single Moms Take Over Celebrity News

Posted by Marc van Gurp | 16-01-2014 17:00 | Category: Fundraising, Homelessness, Poverty, Women's Issues

As a society we’re completely obsessed with celebrity culture, meanwhile, some single mothers struggle every day just to provide the basics for their children.
To raise awareness and support for WoodGreen Community Services’ “Homeward Bound” program, DDB Canada Toronto has launched a provocative campaign that prompts people to care about those living in poverty as much as they care about celebrities.

The program helps homeless or inadequately-housed single mothers earn a tuition-paid college diploma, start a career and achieve economic self-sufficiency.

Denise Rossetto, executive creative director at DDB Canada: “Our creative is a parody of popular celebrity media culture, but instead of celebrity-focused stories, it features hard-hitting headlines about struggling single mothers and the real hardships they face each day.  Learning about celebrities is fun, but we want people to recognize that there are many others who are in greater need of our attention and support.”

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Bones out of Yogis for Arthritis Research

Posted by Marc van Gurp | 12-01-2014 22:30 | Category: Fundraising, Health

The Power of Movement - Arthritis Research Foundation

This gorgeous, stylish and almost perfect campaign is made for The Power of Movement, Canada’s largest yoga fundraiser.

In this campaign, agency Lowe Roche demonstrates yoga’s dual benefits by creating shapes of the human bone system using Canadian yoga instructors and dancers. Simply by doing yoga, we could ‘see’ parts of the body regaining the power of movement.
The agency wanted to show that doing yoga not only raises money for arthritis, but actually brings increased movement to arthritis sufferers as well.

About in 1 in 7 Canadians are affected by this family of over 100 diseases. The Arthritis Research Foundation works to raise funds for research into treatments and possible cures, for arthritis and associated autoimmune diseases.

The idea is that by doing yoga on Sunday, March 2, 2014, you can help bring the power of movement to the 1.6 million people living with arthritis.
It is held in 11 locations across Canada.


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Canada’s designers rebel against government-developed national logos

Posted by Tom Megginson | 13-12-2013 18:32 | Category: Design

When Canadian public broadcaster CBC released the logos being considered by the Government of Canada for the country’s upcoming sesquicentennial, people were quick to react.

Canada turns 150 - 150logo

Nobody was quite as vocal as Canadian designer Ibraheem Youssef, who now works as an ACD at Hill Holliday, Boston:

“As a Graphic Designer that has been working in the field of Design for 14 years, I was appalled by the quality and standard of the designs being presented. That sentiment was also shared by many other Designers like myself.

As cries of protest and disgust started to fill the digital airwaves via Facebook and twitter, I decided to do something about it. I went forth and contacted a group of esteemed, professional and award winning Graphic Designers and Art Directors and challenged them to create something better than what is currently being circulated in the media.”

Ibraheem’s version, and my three favourites from the first round of crowdsourced logos, follows:


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Ghosts victim of silence

Posted by Simon Beyrand | 1-11-2013 17:35 | Category: Road safety

In Quebec, road accidents are the leading cause of death among the 16-24 years old. To raise awareness on this major problem, the road insurance company of Quebec developed an innovative 3D display device in 20 colleges.

The idea: when a student approaches the bathroom mirror, a ghost appears and tells how he lost his life. 3 different stories are displayed to relate the 3 main causes of road accident (speeding, drinking, and texting). Indeed, the victims are passengers who didn’t try to reason with the drivers: the ghosts are “victim of silence”.

The result: those young Canadians lived a disturbing but memorable experience. This approach that shows the passenger’s responsibilities is not very common in road safety campaigns.


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