Jays Care Foundation spotlights ‘Unstoppable Kids’

The charitable arm of the Toronto Blue Jays is promoting its work with a more consistent brand platform.

Each year, Jays Care Foundation, the charitable arm of the Toronto Blue Jays, helps approximately 65,000 children within marginalized communities across the country through baseball programming.

However, Jays Care supporters aren’t necessarily aware of the charity’s national scope, says Ben Sibley, digital marketing specialist at Jays Care Foundation. He says that past marketing efforts have been tied more directly to its individual programs, such as Rookie League, Challenger Baseball, Home Run Scholars, Girls At Bat and James Bay Girls At Bat.

“The challenge is that there’s a lot of different messages going out,” he says. “As the charitable arm of Canada’s only MLB team, we deal with all of those different groups. The challenge for us was to come up with one consistent and cohesive message that could tie all that together.”

Read full article on Strategy Online


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