Stand up for kids.



Children’s Aid Foundation of Canada

Our role



 Empathy Inc.



The Children’s Aid Foundation of Canada is dedicated to improving the lives of children and youth in the child welfare system. As such, the new “Stand Up For Kids” campaign looked to attract new donors to a monthly giving program to support three groups it had identified as the most vulnerable – those at risk of entering foster care, currently in care, or those who will soon “age out” of the system (which begins at the age of 18).

Field Trip & Co led the creative for the foundation’s first true multimedia campaign. We launched with radio ads, which were chosen for its ability to connect on an emotional level via effective storytelling. Because we wanted to build mass awareness while keeping the media buy efficient, we continued the campaign with digital and social campaign elements followed by direct response formats such as email marketing and large format OOH pieces. All tactics drove users to the website for more information and the ability to donate monthly.