NABS breaks True Stories campaign
The Toronto-based National Advertising Benevolent Society of Canada has begun a new campaign called "True Stories" that focuses on real-life personal struggles of advertising industry professionals. The campaign consists of a series of online videos created in a documentary style. The intent of the effort is to highlight the support and services provided by the organization.
The first execution features Graham Budd, who overcame several life and mental health issues to become managing partner of Quiver. The release of the video was timed to coincide with Bell's "Let's Talk Day," an initiative intended to counter stigmas that are attached to mental illness.
"One of our biggest communication challenges at NABS is making people aware of what we actually do and, more importantly, the impact of what we do," said Louise Berube, director of allocations and services at NABS Canada. "Since we're helping people during some of the worst moments of their lives, confidentiality is critical. That's what makes this success story so special. It's 100% driven by a client who volunteered to share their story in the hopes of motivating others to get the same kind of help they did."
The five minute video was developed in association with Violet Media, Mile Inn, Apollo, Nice Shoes and Triangle Post.