WORK FOR GOOD CUT - ALTERNATIVE

One In 100 - Safehaven Toronto
Safehaven Toronto

Shortlist

Title:	One In 100
Brand:	Safehaven Toronto
Product/Service:	Safehaven Toronto
Client:	Safehaven Toronto
Agency:	The Local Collective
Creative Director:	Matt Litzinger
Release Date:	2024-07-01
Individual Credits:	Founder, Chief Creative Officer; Matt Litzinger
Individual Credits:	Founder, President, Kaitlin Doherty
Individual Credits:	Executive Creative Director, Design; Omar Morson
Individual Credits:	Executive Creative Director, Advertising; Josh Day
Individual Credits:	Executive Creative Director, Advertising; Caitlin Keeley
Individual Credits:	Strategist; Alison Savage
Individual Credits:	Account Director; Vallerie Traitses
Individual Credits:	Illustrator; Kathleen Fu
Notes for Judging:	THE CHALLENGE In a year when charitable donations in Canada hit record lows—and demand for services soared—Safehaven, a small but essential not-for-profit, faced a critical challenge: launch its first-ever capital campaign. For 35 years, Safehaven had provided 24/7 residential, respite, and transitional care to children with complex medical needs. But despite its impact, it was virtually unknown to the public. Historically funded through government and hospital networks, Safehaven had never needed to market itself—until now. Post-pandemic, funding declined while the waitlist for care ballooned to over 10,000 families. Safehaven needed to raise awareness and secure donations to open a new, fully accessible home—and fast. At the same time, a cultural shift was underway. A new generation of socially conscious Canadians—particularly millennials—were looking to support causes aligned with their values: equity, justice, and inclusion. To succeed, Safehaven had to do more than explain who they were. They had to show people who they serve. TARGET We focused on a values-led psychographic we called Social Warriors—people who see advocacy and inclusion as part of their identity. They believe a just society includes everyone, and they actively seek out opportunities to champion underrepresented communities. But this group had never considered the medically complex. These children—and their families—are so marginalized, they’re invisible even to people who care deeply about equity. That was our opportunity. Because once Social Warriors saw them, they’d want to act. INSIGHT A problem unseen is a problem unsolved. In Ontario, 1 in 100 children is medically complex. But most Canadians have never met one—because they aren’t visible in parks, classrooms, ads, or policy conversations. The strategy was simple: If we could make people look, we could make them care. STRATEGY Make Social Warriors see those hiding in plain sight. Safehaven provides spaces where medically complex children can live, laugh, and thrive. But to continue that work, they needed support. Rather than launch a traditional awareness campaign, we set out to create something that would live in homes, classrooms, and conversations—something tactile, emotionally resonant, and built for discovery. A medium where seeing was part of the message. THE IDEA We created a seek-and-find book titled One in 100—a visually rich, emotionally disarming way to help people discover a hidden community. Each spread features an iconic Toronto location—St. Lawrence Market, the ROM, a Santa Claus Parade—illustrated with 100 people going about their day. Hidden among them is one medically complex child, using a wheelchair, breathing device, or other support- mirroring the real-world stat. Each scene is paired with poetic, purposeful text that captures the love and challenges these families face. This wasn’t just a storybook. It was a metaphor. An emotional entry point. A way to shift perception—and spark action. RESULTS With no traditional media buy, One in 100 delivered extraordinary impact: First edition sold out within one week Picked up by Indigo, Canada’s largest national bookseller Accepted into Toronto Public Library branches, extending reach and accessibility 350% increase in website traffic during the campaign 6 million earned media impressions—4x our target and the most in Safehaven’s history Most importantly, a 400x increase in donations year-over-year—a 36,000% lift It didn’t just raise money. It changed perception. WHY THIS MATTERS In a crowded, emotionally saturated nonprofit space, One in 100 broke through not by asking for help—but by offering a new way to see. It redefined what an awareness tool could be, using storytelling and illustration instead of advertising to engage hearts and minds. It made a marginalized community visible. It gave people something to share, pass down, and hold onto. And it proved that powerful design, born from human insight, can change how people think, feel—and give. Because when you're one in 100, it's easy to be overlooked. This book made sure that never happens again.