Children Believe

Launching a Local Brand with Global Reach

The Challenge

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?

The Insight

Canadians want to see themselves as part of a global feel-good story that can validate and strengthen identity at home.

The Solution

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.

The Results

128MM

impressions

14%

increase in brand awareness
donation intent tripled from 5% to

15%

of the population