Children’s Aid Foundation

The National Campaign for Child Welfare
Illuminating the Potential of Canada's Most Vulnerable Kids

The Children’s Aid Foundation is Canada’s leading national charity dedicated to improving the lives of the 350,000 kids in the child welfare system. These are the most marginalized children in Canada – many who have experienced or been at risk of experiencing neglect, abuse or abandonment.

Over 80% of these kids are diagnosed with special needs. Unlike child welfare agencies such as the Children’s Aid Society, the Foundation receives no government funding – the life changing programs they fund are made possible entirely by corporate and individual donors.

HALO Brand Leadership has worked with the Children’s Aid Foundation to rewrite their Vision and Mission, undertake national consumer research, write a Brand Narrative and develop a compelling suite of communications materials* to support the organization’s 60MM fundraising campaign. This work was developed with the intent of showing how the Foundation and its donors illuminate the potential of the children and young people the organization supports through its programs and services. The National Campaign for Child Welfare is ahead of schedule with more than 30MM of its ambitious target already achieved. In fact in the last year the Children’s Aid Foundation has raised it’s highest annual revenues to date. HALO is proud to be part of the team doing this important work.

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