2025 Winner

Safehaven is a not-for-profit organization that provides residential, respite and transitional care for individuals with medical complexities and disabilities. With more than 10,000 families on its waitlist, Safehaven launched “One in 100” to support a new facility and better serve the community. The campaign was built around a powerful statistic: in Ontario, one in 100 children is medically complex. A seek-and-find book was created, embedding one medically complex child among 100 people for the reader to locate on each page. The campaign earned 3.2 million media impressions, drove a 350% increase in website traffic and saw the first edition of the book sell out online and in bookstores within the first week.

Credits

Advertising Agency: The Local Collective, Toronto, Canada
Founder, Chief Creative Officer: Matt Litzinger
Founder, President: Kaitlin Doherty
Executive Creative Director, Advertising: Caitlin Keeley
Executive Creative Director, Advertising: Josh Day
Executive Creative Director, Design: Omar Morson
Strategy: Alison Savage
Account Director: Val Traitses
Account Executive: Shea McNeely
Illustrator: Kathleen Fu
PR Agency: Heads + Tales
Media Agency: M&K Media