16 & UNDER (HEART & STROKE FOUNDATION)

2018 Cannes: Health — Fundraising & Advocacy (Shortlist)

2018 Advertising & Design Club of Canada: Advertising, Integrated (Merit)

2018 Canadian Marketing Award: Business Impact (Silver)

Some campaigns change behavior.

This one changed the law.

 

The Heart & Stroke Foundation wanted to lobby for Bill S-228, prohibiting food and beverage companies from marketing to children. So we created a fictional, ruthless agency for kids and made a mockumentary about it, exposing the manipulative tactics of the industry. 

 

People were outraged. And 80% of MPs (Members of Parliament) were contacted about this issue by visitors to our website.

 

The bill passed in February 2018. It is now illegal in Canada to advertise food and beverages to children.

We turned the posters around the "agency" into posters and print ads.

Agency: john st.

CD: Niall Kelly, Stephen Jurisic, Angus Tucker

Co-CW: Tracy Wan

AD: Amy O'Neill