Seva Canada focuses on brand awareness with new campaign
July 04, 2012 | Eve Lazarus | Comments
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.