Children’s Aid Foundation of Canada

How do you move people from apathy to action?

Challenge

Children’s Aid Foundation of Canada is the country’s leading charity dedicated to helping at-risk kids in the child welfare system live up to their potential. In 2017, Field Trip & Co. was entrusted with the nonprofit’s first integrated awareness campaign, “Stand Up for Kids.” Building on that success, we were re-engaged to launch “Impossible Choices” to highlight the no-win scenarios kids growing up in the child welfare system often face.

Insight

To inspire real-world action, we needed to make the children’s real-life experiences of neglect and abuse tangible and relatable.

Idea

Our “Impossible Choices” campaign uses powerful visual metaphors to convey the brutal decisions children in these environments are forced to make. Catch-22 choices force the viewer to pause and empathize. And a clear, simple call to action instructs people to sign the pledge demonstrating allyship with the country’s most vulnerable children in the welfare system.

The integrated campaign includes a mix of digital, social, radio, online pledge and strategic out-of-home placements focused on high traffic routes in the Greater Toronto Area, as well as in areas with high household incomes and an interest in child-related social causes. The campaign expanded awareness and interest in supporting Stand Up for Kids.

Two Award Wins

Association of Registered Graphic Designers (RGD) SoGood Awards, Non-profit Category
Association of Registered Graphic Designers (RGD) SoGood Awards, Judge’s Choice