SOS Children’s Villages Canada
Connected TV (CTV) Campaign
Client:
SOS Children’s Villages Canada
Project Timing:
April 2025 – June 2025
Project Type:
Digitally Integrated TV (DITV) Campaign
Industry:
Non-profit / International Development / Healthcare
Services:
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Strategy and Concept Development
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TV and Video Production
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Digital Ad Production
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TV and Digital Media Buying
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Client Legacy Page/UX Optimization
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Analytics/Reporting and Optimization
Creative Samples from the Campaign
CTV Spots
Digital Videos
Digital Ads
Site Consultation
Results & Impact
Success Measured in Engagement
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Average daily Legacy page views increased by 395%
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668 visitors continued to explore SOS’ website after visiting the Legacy page
Client Overview
SOS Children’s Villages Canada: A Loving Home for Every Child
SOS Children’s Villages envisions a world where every child grows up in a nurturing family with the love, respect, and security they need to thrive. They take a holistic, child-centred approach to help children, families, and communities succeed in the long term. They strengthen families to prevent child abandonment, provide loving homes for children who lack parental care, educate and empower children to reach their full potential and advocate for children’s rights so their voices can be heard. Mission is privileged to advise on and implement a campaign to inspire donors across Canada to think about the impact they leave on the world.
The Challenge
Reaching donors interested in planned giving
SOS Children’s Villages required a way to use existing assets to increase awareness of their organization’s Legacy giving options and generate leads they could steward through the process of leaving a gift in their will.
Our Creative Approach
Leveraging an existing asset to craft a sustainable and thought-provoking message
In 2018, we filmed a video for SOS with Maria, an existing Legacy donor, as she related the story of her childhood in WWII and why she believed in the work SOS was doing around the world. This video showed staying-power as a TV commercial, was translated into German for SOS International and ultimately used in a Connected TV campaign. Recognizing that the testimony of a living Legacy donor is the most trusted way to inspire interest, we turned this one impactful asset into many.
What We Delivered
Multimedia Assets Optimized for TV, Streaming, and Digital Fundraising
To reach as many people as possible, we developed a top-funnel, multimedia campaign, including:
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2x 30-second Connected TV spots for digital streaming platforms
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Multiple 15-second social media and pre-roll videos
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A suite of display ads for retargeting and cross-platform awareness
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Analysis of the client’s existing Legacy giving information page focused on funneling the viewer towards basic details and contact information
This campaign exemplifies one of Mission's main communication objectives – to speak to donors and help them find themselves in a charitable cause. Mission is honored to have supported SOS Children’s Villages in continuing their life-changing work for children around the world who lack parental care.