Children’s Aid Foundation highlights the ‘impossible choices’ faced by abused and neglected kids

Who: The Children’s Aid Foundation of Canada, Field Trip and Co. for creative, Empathy Inc. for media strategy. There’s also a strategic partnership with Astral to extend the campaign’s reach via its out-of-home assets.

What: “Impossible Choices,” an awareness campaign highlighting the lack of choices available to abused and neglected children. It’s an extension of the organization’s national fundraising campaign, “Stand Up for Kids.”

Screen Shot 2019-10-28 at 11.51.53 AMWhen & Where: The campaign broke in mid-October and includes digital, social, radio and out-of-home in Toronto and the GTA.

Why: The goal here is changing the future of at-risk youngsters. According to the Children’s Aid Foundation, less than half of kids involved in child welfare will graduate high school, while approximately 58% of homeless youth in Canada have previously been involved in the child welfare system.

How: The creative highlights the impossible choices faced every day by children of neglect and abuse, such as skipping school or leaving a younger sibling at home alone; skipping lunch or stealing dinner, or flushing a mom’s drugs or calling an ambulance.

All of the creative drives to, where visitors can sign a pledge to “create a new normal” for the country’s most vulnerable children, or donate to the Children’s Aid Foundation—which works with 74 child and youth-serving agencies supporting more than 22,000 vulnerable youngsters and 3,500 families.

And we quote: “When I hear about all the impossibly difficult choices out there for kids in child welfare, my first instinct is to think of all the positive choices I was given as a child or provided for my own children and it makes you realize how much at-risk kids and youth have lost out on in their own childhoods. Kids at risk of abuse and neglect should not have to make impossible choices.” — Valerie McMurtry, president and CEO, Children’s Aid Foundation of Canada,










Chris Powell