Plan International begins holiday campaign
By Rob Bale
Plan International Canada, an organization that works to promote children’s rights, has begun a holiday season campaign called “Gifts of Hope.” The campaign, developed by Lifelong Crush, promotes a donation to the organization as a holiday gift idea. It includes a 30- and 15-second television commercial that uses humour to depict the difficulty of choosing an appropriate gift. The commercial is accompanied by digial advertising and social media content. Media work is being handled by Cairns Oneil.
“During the holidays, we all want to make others feel special and appreciated, but with gift-giving, sometimes the pressure to get it right can feel overwhelming, particularly for close friends and family,” says Derek Blais, chief creative officer at Lifelong Crush. “‘Gifts of Hope’ relieves that pressure, because giving a gift that helps educate girls, helps them live more safely and contributes to a more equal world is a gift anyone would love to receive.”