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.