CHILDREN'S WISH FOUNDATION BREAKS NATIONAL CAMPAIGN
By Adnews Staff
The Children's Wish Foundation of Canada has introduced a new logo and tagline in a multimedia advertising campaign created by TBWA\Chiat\Day of Toronto and produced by The Big Film Company. The creative, which includes print, television and radio versions, uses the tagline "Helping kids be kids again" and a logo consisting of clouds and stars. The advertising depicts hockey player Doug Gilmour of the Montreal Canadians and basketball player Antonio Davis of the Toronto Raptors spending time with a child. According to the agency, the humourous and emotional scenes impart the sentiment that kids still want to be kids when they are ill. The national campaign is running in both English and French. It began in mid-November and will continue into the new year. The Children's Wish Foundation is a non-profit charity that grants the requests of children with high-risk, life-threatening illnesses.