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Children's Aid Foundation begins campaign

The Toronto-based Children's Aid Foundation of Canada has begun a new marketing campaign in support of its "Stand Up for Kids Project" fundraising initiative. The campaign includes digital, radio and out-of-home advertising, as well as social media activities. Additional components include a website at <>. The campaign was developed by Field Trip and Co. with brand strategy support from Halo Brand Leadership and media work by Empathy. It will run in the Greater Toronto Area into November.

"The choice of radio was based on ROI calculations and allows us to tell the story in a longer format, because we've got a real story to tell here," said Mo Dezyanian, president of Empathy.

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