Safehaven is shifting to a digital-first media strategy, focusing on digital publisher partnerships to reinforce its position as a care centre and community for children and families. The non-profit says its goal is not just to attract attention but also to encourage involvement and remain front of mind as charitable donations in Canada decline.

Its new campaign touts the organization’s new board game, “Where Hope Lives,” as a valuable tool for parents to discuss disability and difference with their kids. Sponsored stories appear in the Toronto Star and in a first-time buy with digital magazine Now Toronto.

The four-week-long campaign also features a collaboration with disability advocate Lindsey Mazza, as well as Toronto-based influencers and targeted Instagram content. The game is available on Safehaven’s website, with all proceeds supporting the organization’s inclusive care programs.

M&K Media handled media and Heads+Tales handled PR. The Local Collective, Safehaven’s creative AOR, developed the game and will lead another creative campaign this fall.

Larissa Smit, director of strategy and innovation at Safehaven, tells Media in Canada that the purchase is part of the brand’s multi-year strategy, which began with its first advertising campaign in October, focusing on establishing a presence in the charitable sector through various channels, including social, cinema, TV and OOH.

Smit says many people are unaware of the organization’s existence or confused about its purpose.

“It’s really challenging to stand out in Canada’s and Toronto’s crowded charity landscape,” Smit says. “Safehaven doesn’t have the benefit of big budgets, so anything we develop must really be not only incredibly functional in its execution but also memorable and culturally ‘sticky’.”

She explains that the game provides a “tangible” tool with lasting impact, going beyond a single viewing or use. And when combined with digital media, it could help drive donations and ultimately shift perceptions of, and behaviour toward, children with medical complexities.

This approach builds on the organization’s recent success with its “One in 100” illustrated book. The book takes readers through Toronto landmarks and encourages them to find the child with a medical complexity. The launch last July was supported by social, Instagram content, partnerships with Toronto influencers and a sponsored article in the Toronto Star.

On Giving Tuesday last December, the org also ran a full-page ad in the Toronto Star featuring a stereogram – an optical illusion that revealed a hidden image of a child with medical complexities, to highlight the need for support and awareness.

“Generating change is never easy. It takes consistent, insightful, memorable messaging delivered in fresh and unexpected ways. Otherwise, nothing happens,” Smit says.

According to research from Safehaven, one in 100 Canadian children lives with medical complexity, and 75% of Greater Toronto Area parents surveyed feel ill-equipped to discuss it with their kids.