Right to Play begins awareness campaign
By Adnews Staff
Toronto-based Young & Rubicam has created a pro-bono advertising campaign for Right to Play, an international organization based in Toronto that provides opportunities for young people in disadvantages areas of the world to participate in sports and other forms of play. The organization's programs are aimed at refugee children, children in conflict zones and young people at risk of or orphaned by HIV/AIDS. The multimedia campaign, which broke this month, is intended to raise awareness of the organization's activities and to generate financial support. The campaign includes print, radio and television advertising, along with a redesigned website. The three print ads make use of photographs of children in Tanzania who have taken part in the Right to Play program. The television commercial, called "War," seeks to illustrate how play is essential to the physical, social and emotional development of children. The radio ad covers similar themes.