Boost for Kids Foundation begins child abuse awareness campaign
The Toronto-based Boost for Kids Foundation has begun a new advertising campaign called "Make the Call Now" in conjunction with Child Abuse Prevention Month. The campaign, which seeks to raise awareness of child abuse in Canada, includes television and online advertising. The online creative encourages viewers to call a toll-free telephone number. This causes a phone in an online video to ring. The call is answered by an abuser, leading to an exchange about intervention in and the prevention of child abuse. "The goal of this campaign is to leave viewers feeling uncomfortable, just as they would feel if they witnessed the abuse first-hand," said Karyn Kennedy, executive director of the foundation. "This campaign should make Canadians feel as if they are standing between the child and the abuser and are the only means of stopping the violence. We want Canadians to take this personally. This is what motivates people to get up, make that call and stand in the way of continued abuse." The campaign was developed by Marshall Fenn Communications. It will run until the end of November.