March of Dimes conducts Conquer the Curve campaign
Charitable organization March of Dimes Canada has begun a fundraising campaign in support of Canadians with physical disabilities who have been affected by the COVID-19 pandemic. The initiative, developed pro-bono by DDB Vancouver, is called “Conquer the Curve.” It consists of out-of-home, broadcast, print, digital banner and social media advertising, as well as a website at <http://www.conquerthecurve.ca>. The creative focuses on the need to counter increasing incidences of involuntary isolation caused by the pandemic among those with physical disabilities. The campaign also makes use of the services of OMD, Corus, Bell, Rogers, CBC, Western Media Group, Pattison Outdoor, Eyeshot Media and Postmedia. It will run nationally until Aug. 9.
“The coronavirus has had a profound impact on Canadians living with disabilities,” said Tim Alcock, vice-president of strategy, integration and partnerships at March of Dimes Canada. “Feeling disconnected and vulnerable is not unfamiliar to this group, however the current climate has heightened this sentiment. We can’t let the COVID-19 curve become an insurmountable barrier between 6.2 million Canadians and their ability to be independent, empowered and involved in their communities.”