Jumpstart, Canadian Tire's not-for-profit charity is an ambitious organization. Their sole purpose is to help any kid in Canada get access to sports. The thing is, even though children are the ones in need, they aren't the ones asking for help. It falls on parents. 

So we took a new tack and directed Jumpstart's message at parents, whose hopes and dreams for their children's wellbeing are often overshadowed by their lack of means. 

In the six months since the campaign's launch in late 2014, Jumpstart has seen a huge jump in awareness and is on track to not only raise record levels of donations but to also help it's one millionth kid in Canada in 2015.