Plan Canada breaks new campaign
By Adnews Staff
Toronto-based development organization Plan Canada will begin a new television advertising campaign this week. The 120- and 60-second commercials present the life of a malnourished five-year-old in Benin, West Africa. The ads also describe the work that Plan Canada does in the region and invites viewers to sponsor a child by visiting the organization's website at <http://www.sponsorachild.ca>. "Despite the heartbreaking story of Philippe, this DRTV campaign is about hope, and how easily it can be brought to underprivileged children and their communities through child sponsorship," said Becky Crampton, director of marketing at Plan Canada. "This is what the holiday season is about." The campaign was developed by Northern Lights Direct Response, which is also handling the media buy.