BRANDWORKS GIVES ALL IN CAMPAIGN FOR CHARITY.CA
By Adnews Staff
Toronto-based Charity.ca is embarking on its first major ad effort since launching in May. The national advertising campaign aims to raise awareness of the Web site, which allows Canadians to make donations to local and national charities via the Internet. The campaign will target English Canadians, focusing on the benefits of donating online such as the ability to research charities beforehand and to track how an individual donation is helping a specific cause. The ad push will include a national print campaign in key markets across Canada. Ads in major dailies will be followed by a 30-second television commercial scheduled to run during the Major League Baseball playoffs and World Series. The spot uses the tagline "Where Charity Begins Online." Print and television advertising will also be accompanied by online promotion and a public relations campaign. An online "Click to Give and Win" contest will also be promoted through Charity.ca's advertising and PR efforts. The contest offers prizes for both donors and charities and automatically enters participants when they register at Charity.ca. Advertising for Charity.ca is done by Brandworks International Inc. Public relations are being handled by National Public Relations. Both agencies are based in Toronto.