Amputee Coalition begins Feet Under campaign
By Rob Bale
Non-profit organization the Amputee Coalition of Canada has begun an awareness and fundraising campaign called “Feet Under.” The campaign, developed by Sid Lee, is timed to coincide with International Prosthetics & Orthotics Day on Nov. 5. The initiative uses the theme of “feet pics” to increase the visibility of Canadians who have lost limbs. It features a website at <http://www.feetfunder.ca> at which consumers can browse images of prosthetic feet in order to donate to the organization. Media work is being conducted by Panoply Media.
“Foot pics are something the internet loves to talk about, not to mention spend money on,” said Tim Zimmerman, creative director at Sid Lee. “With the booming online foot pic market as our guiding insight, we saw an opportunity to redirect attention to a cause that doesn’t see enough financial support: helping Canadians living with limb loss access resources, education and community support, all core to the ACC’s incredible mission.”