2025 Winner

With charitable giving at a low, Safehaven – a not-for-profit supporting medically complex individuals – launched its first major public campaign. Despite decades of work, the organization had little awareness and that needed to change. To engage “Social Warriors,” a socially driven audience, Safehaven and The Local Collective created “One in 100,” a seek-and-find style book. Each illustrated page showed 100 people in Toronto settings, with one medically complex child hidden among them – representing the one in 100 children in Ontario who live with medical complexities. The campaign generated 3.2 million earned media impressions, a 350% spike in web traffic and sold out its first edition.

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