Northern Lights working on DRTV for Plan Canada

Share this content:
Northern Lights
Northern Lights

Plan Canada, a child-centered international development charity, has launched a DRTV campaign created by Northern Lights Direct Response.

According to Ian French, president and creative director of Northern Lights Direct Response, Plan Canada “wanted to more accurately explain that what it does is community development-based.
“By building a well, school, or health clinic, the entire community can ben­efit. It's not isolated to just one child,” he continued.

Becky Crampton, director of marketing for Plan Canada, said that the charity selected Northern Lights because it has “a unique blend of DRTV expertise, production and media buy­ing, as well as a strong understanding of brand-building.”

The 60- and 120-second ads depict stories of children living in developing countries and how their lives would be different if they had sponsors. Six ver­sions of the spots feature different chil­dren from various countries.

The advertisements also inform viewers that they would receive photos and a document about their sponsored child. This is followed by a call to ac­tion to sponsor a child for $35 Cana­dian a month.
According to French, the target de­mographic for these advertisements is generally 35-65 year-olds with an above average income and with a primarily, but not exclusively, female skew.

In February, Plan Canada will unveil 30- and 60-minute programs that also in­corporate its new brand positioning.

Loading links....

Next Article in Media/Circulation

Sign up to our newsletters

Company of the Week

Since 1985, Melissa Data has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa Data offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here