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Christian Children's Fund of Canada breaks campaign

The Christian Children's Fund of Canada, based in Markham, ON, has begun a new television advertising campaign intended to raise awareness of the issue of child poverty. The national campaign, developed by Northern Lights Direct of Toronto, is called "What Poverty Looks Like" and depicts the lives of children living in extreme poverty through a two-minute commercial. The creative encourages viewers to call or visit a website at <> to donate.

"Far too many children around the world are living in poverty," said Felicitas Adrian, vice-president of fund development and communications at the Christian Children's Fund of Canada. "Fortunately, through child sponsorship, a better life is possible. We have partnered with the Northern Lights Direct team because they have the ability to communicate our message in a way that truly touches viewers and convinces them of the need to become child sponsors, through TV and online."

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