To rally support for kids in third world countries who have been deprived of their childhood, Right to Play highlighted the power of play-based learning, which helps children to rise above adversity. Most people think of play as trivial. But games, sports, creative and free play can actually give children critical life skills, while classroom play helps them to engage in lessons.

Because children are the most vulnerable and oppressed group in the world, BBDO Toronto created the anthemic “We Rise” spot, which encourages people to join a movement in helping youth to rise up. The spot’s poetic copy sheds light on the dire circumstances that many children find themselves in, with the film supported by two equally emotional videos, one telling the story of a child soldier and another of a child labourer.

“We Rise” aired with donated media and was supported by Right to Play’s network of athlete ambassadors. Facebook also used the campaign to help launch its “donate now” button. As a result, Right to Play saw a 40% increase in online donations and a 42% increase in new donors, raising enough money to give 40,000 kids a year of play. The campaign insight was recognized with a Silver in Creative Catalyst, as well as a Bronze in Turnaround Strategy.