| Philosophie | World Vision Canada Celebrates the Burp Playful new campaign by Broken Heart Love Affairnsets the charity apart during the giving season For many people burps are gross, but not for kids. And not for World Vision Canada where a burp is the sound of a successful food delivery and one less child going hungry. More than 45 million people are experiencing food insecurity, just shy of starvation. In partnership with the UN World Food Programme, World Vision Canada has been making a palpable difference in its efforts to eradicate childhood hunger, feeding 2.8 million people every year. Due to its efforts, a growing number of kids now know the joy of letting loose a satisfied post-meal burp. That is the creative inspiration for “Burp,” a wholly different and more human awareness and fundraising effort for the global relief, development and advocacy organization, created by Toronto agency Broken Heart Love Affair (BHLA). “Burp” is an attempt to differentiate World Vision Canada from its counterparts during a busy time of year for charities. Instead of taking the sombre approach to hunger that we’ve all become so used to in charity advertising, “Burp” adopts a playful tone to show that when kids get the food they need, they can be kids again. The creative approach is based on the insight that kids can’t be kids when they’re hungry, and World Vision’s efforts are letting them recapture a small—but ultimately life-affirming—part of childhood. “Burp”, directed by the duo of Aaron and Winston Tao (AKA: TAO/S), launched on Oct. 4 and will be followed later this month by a series of supporting giving season spots that run until the end of the year. The campaign is anchored by the 30 second OLV. The media buy includes cut downs in :15s and :06 across OLV, programmatic and display ads, as well as social. The campaign is supported by key communications partners, including Broken Heart Love Affair (Strategy/Creative), Starcom Canada (Media), Aardvark Inc. (XM & Event Marketing), and North Strategic (Public Relations). |