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Children’s Aid Societies of Toronto

Toronto’s children’s aid societies wanted to raise awareness of Child Abuse Prevention Month and encourage Torontonians to get involved in child abuse prevention. To engage the media and the public, we conducted a social experiment. Two hundred plush toys were placed throughout the downtown core with tags attached to them. The tags asked Torontonians to show their support for child abuse prevention by texting CARE to 82442. Our campaign generated over $200,000 worth of earned media, with articles in major newspapers, as well as radio and television coverage. Of course, some of the plush toys were stolen, but that just generated more news coverage. And one stuffed bear even ended up on a world tour.

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