Juniper Park teamed with Mines Action Canada this week to help blow up MetroNews.ca.

Since Tuesday, and running through today, visitors to Metro News city homepages see a layout of fake news items about playgrounds and parenting while a video of a girl on a bike runs where the site normally runs advertising. Visitors get a surprise a few seconds after arriving when the entire page explodes and reveals the message, “Every hour someone falls victim to a landmine. Make it stop.”

The dynamic banner ad, created with Meld Media and Sugino Studios, aims to bring the reality of landmines to life.

Jeff Wills of Wills and Co. handled the buy. 

“Sometimes when a problem seems so far away we feel less connected and less concerned about it,” said Juniper Park president Jill Nykoliation, in an e-mail. “This idea  brings the issue right to our front door in an everyday, routine manner, just like the way victims around the world experience it.”

“This project with Juniper Park is an excellent example of the Canadian corporate social responsibility and engagement we are hoping to foster across the country,” said Paul Hannon, executive director of the Walk Without Fear Foundation, which created Mines Action Canada, in a statement. “They have generously offered their creativity and resources to create this innovative campaign that will help spread our message that the problem of landmines can be solved within our lifetime if everyone does their part.”