In preparation for the Olympic Games, the Canadian Athletes Now Fund (CAN Fund) with help from BBDO Canada have created a new campaign which is twist on the “Cash For Gold” commercials we’ve seen on TV. The campaign encourages consumers to donate unused jewelry to support the country’s top athletes? Donors will in return receive a tax receipt for the fair market value of their contribution from CAN Fund, a not-for-profit organization devoted solely to raising funds and awareness of Canadian athletes. BBDO created a website, www.gold4gold.ca which features a PSA video parody of gold buyer commercials, a donation website, a Facebook site and social media outreach led by top athletes from across Canada.
“I think there are a lot of people out there who will check their hutches and jewelry boxes and see what they can send in to help our athletes succeed,” says Jane Roos, Founder of CAN Fund. “It’s a way for people to give items that have value but they no longer use and convert it into a charitable donation thatdirectly impacts the ability of our athletesto compete at a world class level.”
Cheryl Pounder, an Olympic Gold Medalist in hockey, appears in the online parody that asks Canadians to turn “spare watches, rings, brooches, earrings and coins” into gold medals for Canada.“I personally know the impact CAN Fund had on my career and how important the direct funding is for our athletes heading to London and beyond,” she says.
Pounder, along with top athletes across Canada who have benefited from CAN Fund are amplifying the campaign using social media.
Campaign: BBDO Toronto