World Vision is the largest not-for-profit organization in Canada yet they were experiencing weak awareness and poor understanding around their child-protection initiatives. This, coupled with Canadians' tendency to support domestic initiatives, meant that they required mass awareness with clear, bold branding in order to help make their international initiatives relevant and easy-to-understand for the Canadian masses.

The six-week campaign's primary goals were to jolt people into awareness of the issue of child slavery making the issue top-of-mind for Canadians – both existing donors and non-supporters - to establish an urgent need for collective action, and make World Vision a leading voice for child protection. It also wanted to overcome the barrier that Canadians often ignore international issues in favour of those that are domestic and encourage petition signatures and social action.

The creative solution juxtaposed North American consumerism with the buying and selling of children in the developing world. Visuals and language feature the striking, ironic commoditization of children to, in turn, re-humanize them.

This campaign included TV, out-of-home print, newsprint, donor emails, website, digital rich media and standard ad units, social media and a social media application to amplify the message.

The objectives of the campaign were 2% increase in awareness of child exploitation; 2% increase in unaided awareness of World Vision; 20,000 unique visits to www.nochildforsale.ca via paid media; and 18% of visitors to www.nochildforsale.ca take action and engage more deeply.

All objectives were exceeded, reaching one in three Canadians, with over 111,000 page views to the site and over 45,000 unique site visits, more than 18 million Twitter impressions, over 5,000 visitors to nochildforsale.ca signed the petition and a 5% lift in awareness of the issue (child slavery), exceeding the 2% goal.