A Goat-Fluencer Invites Canadians to ‘Unbox Hope’ in Campaign for Plan International Canada

Gift-giving season is nearly here, which means Plan International Canada is once again asking Canadians to consider “goat-giving” as part of its key fundraising initiative, the long standing annual Gifts of Hope campaign.

For this year’s campaign, built around the theme “Unbox Hope,” the organisation and its new agency partner Lifelong Crush have created a “goat-fluencer” that is appearing in some 300 pieces of individual creative tailored for various social and digital platforms, such as TikTok and Instagram.

The digital-first campaign runs through Dec. 31. It also includes ads specifically timed for Giving Tuesday on Nov. 29, as well as digital out-of-home in select cities.

The charming ads feature a cuddly, jean jacket-wearing goat puppet with oversized eyes and prominent ears, who’s thrilled to see all of the gifts containing crucial gifts such as medicine, food baskets, and, of course, goats.

Goats are just one of the more than 65 gifts available in Plan International Canada’s Gifts of Hope catalogue and have become a signature item over the years—with people having bought more than 45,000 of these life-changing livestock since 2012. They have also become one of the annual fundraising campaign’s marketing mainstays.

“To make sure the campaign resonated with people in the right way, we wanted to focus on the true purpose of the holidays,” says Kim Hunter, group account director at Lifelong Crush. “We know this time of year is a chance to create lasting memories, but they’re often filled with disposable moments. That’s where Gifts of Hope comes in. It’s a way to give something that has a real lasting impact.”

The Gifts of Hope campaign continues to outperform the charity industry as a whole, achieving its revenue goals in fiscal 2022 while 43% of charities reporting decreased revenue. The highly targeted campaign, executed by The Aber Group, also allows Plan International Canada to maximise its marketing budget by ensuring that the ads reach qualified donors.

According to Jason Matta, vice president, donor marketing, over 300 individual assets were created to illustrate to donors just how many ways Canadians can make an impact in the lives of children and families around the world. “We know people want to give gifts with meaning,” Matta says. “With Gifts of Hope, there’s a multiplying effect to what we offer: these real gifts not only inspire your friends and family, but they also help empower the children and families around the world who receive them.”