Giving Gene
Easter Seals Canada
Issue 47 | June 2018
Agency
J. Walter Thompson Canada
Creative Team
Chief Creative Officers: David Federico, Josh Budd VP, Creative Director: Ari Elkouby Designer: Pawel Rokicki Copywriter: Shane Rodak Art Director: Alec Carluen
Production Team
Head of Production: Shenny Jaffer Broadcast Producer: Julian Weiman Head of Print Production: Nicola Martin Print Producer: Kim Fijan Head of Digital Production: Kawal Singh Project Manager: Colton Horner UX Designer: Alan Pang Director: Nicolina Lanni Production Company: Frank Films Post-Production: SAUCE Editing House: SAUCE Music House: Pirate
Other Credits
Planner: Matt Ball Account Team: Sasha Bricel, Marli Bennett, Lindsay Rudman, Ariela Gutfrajnd Client Team: David Starrett PR Agency: H+K Strategies Media Companies: Pattison Outdoor Advertising, Astral Media, Grassroots Advertising
Date
April 2018
Background
5.3 million Canadians live with a disability, yet Canada’s leading charity for the disabled community “Easter Seals” wasn’t earning its fair share of fundraising donations or media coverage.
Idea
Easter Seals wanted to raise awareness of their work by starting a larger discussion around the science of giving. To do this, they created a fundraising campaign that answers the question, “is giving in your DNA?” The sale of DNA collection kits allow Canadians to discover if they possess the “Giving Gene” linked to acts of altruism. Proceeds from the sale of each kit go directly to the charity.
Results
Having just launched on April 9, 2018, it’s too early to share meaningful results at the time of submission (April 12, 2018).