World Vision 2010 “Fight for 5” Campaign
Elements: 11 minute video, DVD sleeve, outer envelope, letter, brochure, commitment card, RD, RE, gift for child (spoon & bowl), 2 Web landing pages, additional video stories online.
Description: The “Fight for 5” is World Vision Canada's annual campaign to save children under five years old from malnutrition and the related diseases and conditions that are the five leading causes of preventable child deaths.
Video, Part I
Our challenge in the fall of 2009 was to create a hard-hitting campaign that demonstrated both the urgency of the problem and the real and significant benefits donations would bring. The stories of children suffering from malnutrition were integral to the campaign’s direct mail, video, and online components. A small team of us traveled to the remote Turkana district of Northern Kenya to collect stories and gather footage of children and local World Vision experts for a video appeal narrated by Dave Toycen, President of World Vision Canada.
The idea: the suffering children we see on the news are experiencing crisis first-hand, but by becoming a donor you can “change the newsfeed.” Donors received an eye-catching, large-format envelope that looks like a flat screen TV. Inside, a brochure, four-page letter, and DVD create an emotional connection through the stories of two children affected by malnutrition. Potential donors are also driven to a landing page with additional video stories and the opportunity to donate online.
The campaign also includes a “bounce back”: if donors returned the child-sized feeding spoon with their donation, World Vision would send it and a small bowl to a child in need.
The campaign is still underway, but we’re thrilled with the very positive feedback to the work so far.
Team: Debi DeSantis (Art Director), Jinnean Barnard (Writer), Scott McKay (Creative Director), David Ebert (Director), Michel Bisson (Director of Photography) Jeff Jordan (Editor)
Video, Part II
DM: Outer Envelope
Brochure Cover
Brochure inside page 
"Bounce-back" gift
Various print elements
1 of 3 Online Videos
World Vision Haiti Emergency Campaign
Elements: Emails, banners, newspaper ads, radio PSAs, DM letters and inserts.
Description: The unthinkable devastation of the massive January 12, 2010 earthquake in Haiti spurred relief organizations to respond as quickly as possible. Within hours, MRM had created appeals across a variety of media to help fund World Vision Canada's relief efforts. We helped World Vision Canada raise $10 million in just 10 days, to fund their emergency assistance work that focused on bringing immediate relief (water, food, shelter, medical assistance) and protection to children and their families.
Team: Ian Martin (Art Director), Jinnean Barnard (Co-Writer), Scott McKay, (Creative Director and Co-Writer)