2026 Winner

Children with medical complexity are often met with avoidance, as parents struggle to explain disability without saying the wrong thing, reinforcing a learned instinct to “not stare” and, in turn, to look away. “Where Hope Lives” created a more natural entry point by turning conversation into play, introducing a board game to help families explore disability together. Set in a familiar Toronto landscape, the game uses characters, trivia and scenario cards rooted in real experiences to encourage curiosity and normalize inclusion, supported by a parent guide to help navigate questions as they arise. Distributed through schools, libraries and community partners, and amplified through media and influencer seeding, the initiative pushed Safehaven’s role beyond care into education and advocacy. The game generated more than 26M impressions, drove a 252% increase in web traffic and contributed to a 235% year-over-year increase in donations.

Credits

Advertising Agency: The Local Collective, Toronto, Canada
Founder, Chief Creative Officer: Matt Litzinger
Founder, President: Kaitlin Doherty
Executive Creative Director, Design: Omar Morson
Art Director: Siobhan Skene
Copywriter: Tori Bradbrook
Account Director: Val Traitses
Account Executive: Shea McNeely
Illustrator: Kathleen Fu
PR Agency: Heads + Tales
Media Agency: M&K Media