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MADD Canada asked us to help send an important message on social media around Mother’s Day.

For most, Mother’s Day is a joyous occasion. For those who have lost their moms to impaired driving however, Mother’s Day can create a pang of sadness that may never go away. So, we created a campaign that turned stereotypical Mother’s Day ads into MADD ads.

Showcasing a hero video and multiple GIFs, each touchpoint transformed a message of love into one of loss – and compelled future donors to support MADD’s cause.

With a call to action to donate, we not only raised awareness for their cause, but drove their audience to a donations landing page to deliver tangible results.

MADD Canada is a Canadian Charity that lobbies against and raises awareness about impaired driving.