Safehaven has taken out a full-page ad in the Toronto Star during Giving Tuesday to raise awareness of the need to support children with medical complexities who often go unnoticed. The non-profit has placed a stereogram, creating an optical illusion that encodes a secondary image in the background. The image reveals a small child in the background with medical complexities.

Larissa Smit, director of strategy and innovation at Safehaven, tell MiC that the full-page ad in the Toronto star will help them amplify their core message among young families and people living in the GTA during the biggest day of giving of the year.

“This is the first year we’ve invested in advertising and we have been thrilled with the results. We have an important story to tell and will continue to make sure to increase awareness of the care and services for our community,” Smit says. “We wanted to raise awareness for the one in 100 children who are medically complex. They often go unnoticed and there’s a role we can all play to make sure their stories are told, and that they feel included in society. Safehaven provides spaces for these children to live a bright and fulfilling life, offering compassionate care for their unique needs.”

The traditional buy is part of Safehaven’s first awareness campaign, launched in October, to highlight the organization’s role through social media, cinema, TV, OOH placements at The Well and other locations in Toronto and the GTA. The campaign revolved around a video that takes viewers on an emotional visual journey, with Maya Angelou’s poem “Alone” in the background. In addition to encouraging Canadians to be compassionate in their communities, the video conveyed that visiting a Safehaven location is an emotional and unique experience. Safehaven wanted to represent the organization as a center that provides care and a community for children and their families rather than a hospital, because many people are confused about what it is or are unaware of its existence.

“We’re a crucial part of the healthcare continuum. There is a lot of awareness about the incredible pediatric hospitals we have but what happens when that child is discharged? Many of them need a lifetime of care and that’s what Safehaven provides – a home for life with the specialized care and support they need,” Smit says.

M&K is handling media buying while Heads+Tales is in charge of PR. The Local Collective is behind the creative.