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Jane Goodall Institute – Family: Developing a full-page ad for The Globe and Mail

We’re extremely proud of our partnership with the Jane Goodall Institute of Canada (JGI Canada). Our team has been hard at work developing messaging and communications strategies to drive donations and help save chimpanzees and their natural habitats.

With our “Cousin, we need to talk” full-page ad in The Globe and Mail, we gave chimpanzees a voice by speaking to the audience from their point of view and stressing the ancestor relationship between humans and chimps.

Dr. Jane Goodall herself reviewed our cause marketing ad, and sent us a celebratory email: “I want to congratulate you on the messaging. It is powerful. And I have heard what a huge impact it made, how many people called in, wanted to join, to help and so on.”

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