Ve'ahavta is a Canadian humanitarian and relief organization that assists the needy at home and abroad, through volunteerism, education, and acts of kindness.
In 2012, Ve’Ahavta launched the “Could It Be Me?” campaign, aimed at bringing awareness and empathy to issue of homelessness, while raising funds to help those in need. It focuses on the fact that everyone experiences suffering in their lives; the main differences between those who are homeless and those who are “homeful” are the gravity of circumstances and a reliable support system.
Proximity/BBDO was tasked with creating a pro-bono video, to be shown at their annual fundraising event to drive more donations. We took this ask and ran with it, creating a :60 spot that could also be used elsewhere, focusing on the prospective journey one girl might have when she grows up.