Safehaven breaks new campaign
By Rob Bale
Safehaven, a Toronto-based not-for-profit organization that supports people with medical issues, has begun a new campaign called “Invisible.” The campaign, developed by The Local Collective, encourages consumers to view children with medical issues as children with the same hopes and dreams as any other child, rather than looking away. It features a 60-second video that depicts children describing superpowers they would like to have, including invisibility. The campaign includes cinema, television, social media and out-of-home advertising. Media work is being handled by M&K Media.
“These children and families are extraordinary, but too often they’ve been invisible, not because people don’t care, but because society has been taught to look away,” said Larissa Smit, senior director of strategy and innovation at Safehaven Toronto. “This campaign tackles invisibility head on, turning it into recognition, connection and a sense of belonging. Safehaven has always been where hope lives, and now we’re leading the charge to make sure these children are seen.”