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Sleeping Children Around the World - Raising awareness to help kids around the world

At MAVERICK, we're passionate about helping children and international aid organizations. Through our pro bono work with Sleeping Children Around the World (SCAW), a Canadian international non-for-profit organization, dedicated to providing bedkits to children in underdeveloped and developing countries, we have been able to raise awareness of the charity and increase its donor base and donations.

MAVERICK's pro bono work with SCAW began in 2007 when it was tasked to help differentiate
the international charity whose roots are in Etobicoke, Ontario, from the hundreds of other registered international aid charities in Canada.

To help set SCAW apart, MAVERICK created messaging tools that were based on SCAW's core values
including: it's a basic right for every child to have a comfortable night's sleep; 100 per cent of bedkit donations goes to a child in need; and dedication to the concept of free-will giving.

As the agency of record for SCAW, MAVERICK provides strategic counsel and media relations support to the charity. As part of our ongoing support, MAVERICK has executed a number of PR campaigns to help raise SCAW's profile, which includes the development of targeted national and community-based media lists and timely pitches.

As an additional part of our strategy, MAVERICK developed a community outreach public relations program enabling SCAW volunteers to liaise directly with local media to help spread awareness of their bedkit distribution efforts.

In February 2010, a MAVERICK employee volunteered for her first SCAW distribution trip to Belgaum, India. Prior to her departure the MAVERICK team outreached to Canadian and U.S. travel bloggers and writers to offer her services as an onsite blogger. Using various social media platforms, both in Canada and the U.S., readers were able to get a first-hand look into a SCAW distribution trip and thoroughly understand the end result of donations, further raising international awareness of SCAW.

With MAVERICK's assistance, not only have thousands of children received bedkits, but articles profiling the charity and its volunteers have appeared across national media outlets including CBC National, Global News National, The Globe and Mail, National Post, Toronto Star and Vancouver Sun.

More importantly, as a direct result of MAVERICK's assistance, SCAW has also expanded its donor base and noted significant increase in donations.

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