Goal:

Grow and fund CNIB’s vital Guide Dogs Program by acquiring thousands of new monthly donors. When the pandemic took the world by storm, the need for a CNIB Guide Dogs increased over 300%, leaving thousands of Canadian guide dog users stranded.

Solution:

Mission produced two 60 second DITV spots, with PSAs along with two 30 second TV PSAs, online assets with a strategic TV & digital media buy. All assets were strengthened by the participation of Canadian celebrity spokesman, Ben Mulroney. These assets were accompanied by a conversion-based landing page with video, a suite of retargeting display ads and homepage presence. Mission was able to secure a large amount of donated media.