Community support for families facing childhood illness.
Focus
Health
Year
2022
Disciplines
Campaign Strategy
Copywriting
Video
Graphic Design
Introduction
Chai Lifeline Canada provides support for families facing childhood illness. They approached us about running an awareness campaign for families in Montreal—with the goal of ensuring that as many people in the local community knew about their free services as possible.
Challenge
How do we target such a particular audience in a way that actually connects, as opposed to being overly depressing or unrealistically optimistic?
Find a balance between optimism and honesty.
Approach
We decided to let experiences with childhood illness inform our approach. We interviewed people and laid out a narrative that would speak to the unique, but shared, struggles of parents whose children were face to face with childhood illness.
Execution
In order to diversify our ad spend, we made videos and static placements for sharing across Google, YouTube, and Facebook. We bolstered that with a search campaign that would feed us data for retargeting.
Video
We made short video ads that were targeted to different audiences based on their content.
Static Ads
We made a litany of static advertisements that pulled on the core themes of the videos, and were designed for retargeting.
