Real Kids Break Down Barriers in Jays Care Foundation Campaign

Jays Care Foundation, the charitable arm of the Toronto Blue Jays, is launching a multimedia campaign to bring awareness to their national baseball programming efforts supporting children and youth facing barriers. 

The campaign features real kids from across different Jays Care programs including Girls At Bat, Indigenous Rookie League, Challenger Baseball, Field Of Dreams and RBI. The voice over is none other than former Blue Jays catcher and now team broadcaster Buck Martinez. The videos features a fun interaction between Buck and the kids as they prove to everyone that “When you belong, you believe”. 

“When we started this project with the Angry Butterfly team back last year, we knew they’d come up with something special. We are thrilled with the campaign development and how it showcases the story of Jays Care programs,” said Ben Sibley, marketing, communications and lotteries director, Jays Care Foundation. “The team captured the emotion and strength-based message that we’ve been searching to articulate. We’re excited to share this campaign with Blue Jays fans and Canadians from coast to coast to coast.” 

The campaign was created by Angry Butterfly, with video production led by Soft Citizen, editing by Saints and Pirate for audio. Photography was captured by Finn O’Hara. “When you have a great cause to support, it’s always incredible to see folks in our community step up to the plate (pun intended) and come together to help tell these important stories,” says Adam Notzl-Keyser, VP executive creative director, Angry Butterfly. “We’re very excited to be a part of this campaign as it means so much to so many kids across our country.” 

Media launches on March 26th, and includes television, digital, in-stadium and OOH. Look for extensions to the campaign throughout the baseball season that bring more specific stories to life.