For our first composite assignment we had to develop an ad campaign that consisted of three ads to be published in a publication as well as a social media campaign that would run in conjunction with the print ads.
I chose to create a fundraising campaign for an organization called Chai Lifeline Canada. Chai Lifeline Canada is a not-for-profit organization that provides support and assistance for children and families of children in the Jewish community who are dealing with severe or terminal illnesses. They have a variety of different services they provide including: Counseling for each member of the family, volunteers who bring an extra measure of adult attention and stability to children’s lives, tutoring for children who must miss school for extended periods of time, family retreats, special sibling programs, information, peer and professional support, and two extraordinary summer camp programs for seriously ill children help families retain a sense of normalcy and hope while fighting even the most dire pediatric diseases. All programs are free of charge.
PUBLICATION & TARGET AUDIENCE
Originally I wanted to have the ads published in a magazine called “Lifestyles” that highlighted the world of philanthropy. In the end I felt that the ad campaign would be better suited for “Today’s Parent” Magazine. This demographic that this magazine targets can sympathize with the cause and can relate to the difficulties of trying to care for an ill child. While the average reader of the magazine may not have the largest disposable income, I felt that the amount of readers that could relate and feel compelled to donate would be higher than any other magazine in Canada. This publication has established itself as the leading resource for Canadian families and parents over the last 30 years.
CAMPAIGN IDEA AND THEME
Army Battle Ad
Knight Battle Ad
Chai Lifelines refers to the ill children they help as “warriors”. The ad campaign plays on this theme by referring to the “battle” they are in the midst of with their illness and the mental toughness they exhibit. Each warrior has their own story, their own personality. The campaign will highlight a different warrior in three separate ads, and with both text and imagery show them as the warriors that they are.
Once the audience reads a bit about the warrior they will be asked to help them to champion their battle by donating to Chai Lifeline so they can help provide the services and help the child and family. The ads will run in three consecutive issues of the magazine while in conjunction with an Facebook ad campaign.
PRINT AD CAMPAIGN
FACEBOOK AD CAMPAIGN