In every 100 children in Canada, 1% experiences some form of medical complexity. These children often fall through the cracks of the existing system of care, falling behind their peers.
To raise awareness of the 1%, Toronto-based not-for-profit Safehaven is launching One in 100, an illustrated book to shine a light on the medically complex children in our communities that Safehaven works to support. Inspired by the beloved “Where’s Waldo” series, One in 100 takes readers on a visual journey through iconic Toronto landmarks, encouraging them to find the medically complex child within the bustling scenes. This unique storytelling approach demonstrates that medically complex children are important parts of our local communities but often go unnoticed or forgotten.
Elements of the integrated campaign include:
- The creation of “One in 100”, an illustrated storybook visually demonstrating that medically complex children are important parts of our local communities but often go unnoticed or forgotten.
- “One in 100” will be available for a limited time at Another Story Bookstore, online and in-store.
- A hero video for Safehaven’s social channels, highlighting the launch of the book and how the book tells the stories of the 1%.
- Partnerships with key Toronto parenting influencers, with Instagram content highlighting the campaign and how Safehaven’s story has moved them.
- A sponsored article in the Toronto Star, highlighting the book launch and the impact Safehaven has on the Toronto community.
The Local Collective (creative) and Heads+Tales (PR), led the campaign.
