Who: The Fondation des jeunes de la DPJ, with Cossette for creative, strategy and media; and 00001 for production.
What: “There Are Wishes Even Santa Can’t Fulfill,” a poignant campaign from the Quebec non-profit, which supports children under the care of the Direction de la protection de la jeunesse (DPJ). It is seeking to break through during the busiest time of the year for charity marketing.
What: “There Are Wishes Even Santa Can’t Fulfill,” a poignant campaign from the Quebec non-profit, which supports children under the care of the Direction de la protection de la jeunesse (DPJ). It is seeking to break through during the busiest time of the year for charity marketing.
When & Where: The campaign is running throughout Quebec until Christmas Day across TV, online and in cinemas.
Why: As with many non-profits, the holidays are a key fundraising season for the foundation, with its Christmas campaign providing much of the financial support it needs to provide services for the children it supports throughout the following year.
But the need for those funds is even greater as the number of cases of child neglect is on the rise, according to Marie-Hélène Vendette, senior director of philanthropic development and communications.
“There are more incidents reported to the DPJ every year than there are births in the province,” she said. “The campaign aims to make people understand that these children need structured support. People are moved by the thought of a child not getting any presents at Christmas, but the reality is their needs persist beyond the holidays. These children should be an ongoing social concern.”
How: In a 30-second spot produced by studio 00001, the foundation depicts Santa Claus opening a letter sent to him from a child. As he begins to read it, the smile on his face quickly fades as he realizes he can't deliver the love and attention the child is asking for.
“Charity marketing during the holidays often shows joyful resolutions to situations that draw empathy in viewers,” said Richard Rochette-Villeneuve, creative director at Cossette. “In the foundation’s message, we end on a scene marked by sadness and disarray, where Santa himself is at a loss when reading the heartfelt request in the letter. This is how we emphasize the gravity of the situation in hopes that viewers will join the cause and take action.”
Measures of success: The foundation will be tracking the performance of the campaign by monitoring year-over-year donation outcomes, with the primary goal of surpassing the previous year’s fundraising, said Villeneuve. It is also hoping the message will boost awareness for the foundation and its mission in a broader sense.
[videopress NpQGNOGe]
