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Northern Lights Direct Response creates campaigns for non-profits

Northern Lights Direct Response of Toronto has created a new television campaign for non-profit organization Children International that will run nationally in the United States. The Spanish-language commercial, called "Children on the Edge," seeks to raise awareness of the needs of children in poor communities internationally. Northern Lights also handled the media buy. "Through DRTV, we have been able to assert our brand power and communicate our message to television viewers, and we believe it's time to pay closer attention to the underserved but rapidly growing Hispanic market," says Brian Anderson, vice-president of marketing and development at Children International.

Northern Lights has also created two television campaigns for non-profit organization Plan Canada. One animated commercial, called "Gifts of Hope," encourages viewers to give gifts that will improve the lives of impoverished children, such as goats, cows, mosquito nets, tools, and seed kits. The second campaign is part of the organization's "Because I Am a Girl" campaign. The ad is hosted by Olympic athlete Jennifer Heil. "DRTV has been a very powerful tool for Plan Canada to build awareness, boost sponsorship numbers and drive gift-giving," said Ian French, president of Northern Lights. "We anticipate both spots to help Plan further their mission."

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