Safehaven conducts One in 100 promotion
By Derek Winkler
Toronto-based not-for-profit organization Safehaven has begun a promotion intended to raise awareness of Canadian children described by the group as “medically complex.” The promotion includes the release of an illustrated book called One in 100. The book comprises a series of images of Toronto landmarks, each incorporating 100 children. Readers are invited to find the one child in the image whose medical needs are unnoticed. The book will be sold for a limited time online and in-store by Another Story Bookshop of Toronto. It is being promoted with social media content and an online video, as well as influencer activities and content marketing in the Toronto Star. The promotion was developed by The Local Collective, with public relation support from Heads & Tales.
“We take pride in providing essential care for those who are often forgotten by the system,” said Susan Bisaillon, CEO of Safehaven. “We’re excited to share our mission with Torontonians through the launch of One in 100 and raise awareness around the experiences of medically complex children in our communities.”