
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.


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."

CASE VIDEO
RESULTS
1ST EDITION SOLD OUT
IN JUST ONE WEEK
350%
INCREASE IN
WEBSITE TRAFFIC
