Totem, the custom media communications arm of TC Media, has become the AOR for Right to Play, a global organization headquartered in Toronto that helps disadvantaged children through “the power of play.”
Rather than building a traditional media campaign, Totem will continue the strategy it has followed through its previous pro bono work with Right to Play, helping them with brand positioning and guidelines. The organization’s international office in Toronto will also get a logo update The materials will be presented at Right to Play’s international meeting at the end of September.
Totem’s most recent work for the organization involved refreshing its website graphics to support the London Olympics.
“It’s always nice to get involved in cause marketing,” said Tina Boroviak, senior director of client services at Totem. “We also work on the Look Good Feel Better magazine for women with cancer, and we’ve been active in working with NABS [National Advertising Benevolent Society]. It’s nice to add Right to Play to that roster. We love that this is about helping children. We’re inspired.”