Children Believe is a Canadian nonprofit that helps reduce barriers to education through child sponsorship. How do we get Canadians to care about an issue half a world away?
Canadians want to see themselves as part of a global feel-good story that can validate and strengthen identity at home.
We created an emotive TV campaign that focuses on the positive impact that an education can make, featuring the proud Canadian sponsors backing the mission. The spots create a sense of local community for a global cause.