top of page
Safehaven_240708_0101_Clean_R1.jpg
One in 100 Book
SAFEHAVEN

DESIGN/PR/EXPERIENTIAL/SOCIAL

At a time when charitable donations in Canada were at an all-time low—and the need for support was higher than ever—we had to create awareness and understanding for an unknown charity.

Safehaven and the medically complex kids they support are overlooked.

Our solution: a book that made people look.

Safehaven_240708_0013_Clean_R2.jpg
Safehaven_240708_0027_Clean_R2.jpg

With Canadian society shifting as more people, especially younger generations, advocate for marginalized groups, Safehaven needed to launch a major capital campaign, despite having almost no market awareness, a decline in funding, and demand reaching a crisis point.

 

Our strategy was simple: bring visibility to the 1 in 100 children Safehaven serves. We created a visually engaging, seek-and-find-style book to immerse people in the issue. The cover featured a detailed illustration of Toronto’s landmarks—St. Lawrence Market, Nathan Phillips Square, and the ROM—each page filled with 100 people going about their daily lives. Hidden within each of these crowds was one medically complex child for the reader to find, visually representing the "1 in 100."

Safehaven_240708_0050_Clean_R2.jpg
CASE VIDEO

RESULTS

1ST EDITION SOLD OUT

IN JUST ONE WEEK

350%

INCREASE IN
WEBSITE TRAFFIC

3.2M

EARNED MEDIA IMPRESSIONS
bottom of page