Seva Canada focuses on brand awareness with new campaign

For the past 30 years, Seva Canada has worked as part of an international organization to restore sight and prevent blindness in developing countries around the world, and now the non-profit organization has its sights set on increasing brand awareness. A 30-second video from Cossette called “Cause and Effect” tells the story through black and […]

For the past 30 years, Seva Canada has worked as part of an international organization to restore sight and prevent blindness in developing countries around the world, and now the non-profit organization has its sights set on increasing brand awareness.

A 30-second video from Cossette called “Cause and Effect” tells the story through black and white animation of a young blind girl in a developing country that is able to improve her life and that of her family’s by reclaiming her sight through the help of Seva.

“Even though we have been around for 30 years, we are new to many people so we really want to make sure that we get their attention, cut through the clutter and be noticed,” said Deanne Berman, marketing and communications director for Seva.

Nick Richards, vice-president and creative director at Cossette, said the video is about fundraising and awareness.

“I think the vulnerability of the way this video was executed reflects the vulnerability of the cause,” he said. “It’s handmade and there’s an imperfection about it, and I think there needs to be in fundraising public service-type applications. It also touches on a key message: without your sight you can’t support your family.”

The main target for the campaign is women, 35 to 55, said Berman. “It seems to be a cause that they can really relate to being caretakers and caregivers and we also have an aging donor base and want to attract a younger donor,” she said.

Cosette worked at a reduced rate, while Head Gear Animation and Wave Productions donated their time to the project, said Berman.

Advertising Articles

Portfolio Night: Searching for feedback and job offers

150 young creatives share their books with Toronto's top creative directors

Top five interview deal breakers (Survey)

What not to do during your next interview

Campaign for weight-loss firm gives the skinny on diet fads

Dr. Bernstein effort from Giants & Gentlemen includes TV, online and OOH

Which PR leaders made the Profit/Chatelaine W100?

Four PR pros made the annual ranking of the country's top women entrepreneurs

Ariad Communications adds three to its team

Manna Navai, Mike Ross and Kelly Dhillon join the Toronto agency

Hill+Knowlton promotes nine

Public relations firm bolsters teams in Toronto and Ottawa

Cameron Summers joins Weber Shandwick Canada

PR pro named national practice leader corporate and public affairs

Edelman appoints lead of insights and analytics practice

Catherine Yuile joins the PR firm's Toronto office as SVP, insights and analytics

Weber Shandwick handed digital duties for McCormick Canada

Mandate includes content creation, web development, video production and social