In every 100 children in Canada, 1% experiences some form of medical complexity. These children often fall through the cracks of the existing system of care, falling behind their peers.
To raise awareness of the 1%, Toronto-based not-for-profit Safehaven is launching One in 100, an illustrated book to shine a light on the medically complex children in our communities that Safehaven works to support. Inspired by the beloved "Where’s Waldo" series, One in 100 takes readers on a visual journey through iconic Toronto landmarks, encouraging them to find the medically complex child within the bustling scenes. This unique storytelling approach demonstrates that medically complex children are important parts of our local communities but often go unnoticed or forgotten.
Elements of the integrated campaign include:
The Local Collective (creative) and Heads+Tales (PR), led the campaign.