Chai Lifeline Canada - Annual Campaign & Family-Support Storytelling

Chai Lifeline serves families going through the hardest chapter of their lives - a critically ill child. The communications had to move donors without ever using the family as a prop, honour a specific faith community without excluding anyone else who wanted to help, and keep working across quiet moments and headline campaign weeks without the tone whiplashing. Every asset had to earn the trust it was asking for.

1. 01Set the annual creative platform - concept, voice, imagery direction, campaign architecture - before splitting it into direct mail, digital, event, video and executive channels
2. 02Wrote and directed family storytelling that led with dignity: consent, context, and control over how the family's own story was told
3. 03Built the case-for-support system - what the organization does, why it matters, what a gift becomes - so program staff and volunteer canvassers could tell the same story in their own words
4. 04Directed photography and film with the pace and restraint the subject demands - no exploitative close-ups, no manipulative music, no fabricated tension
5. 05Partnered with the executive team on the board and major-donor materials that carry the strategic argument, not just the emotional one
6. 06Held quality across event creative - signage, run-of-show, sponsor decks, on-screen visuals - so the moments that donors actually attended felt of a piece with everything else

• A national campaign platform the organization could carry across years without a rebuild each cycle
• Family stories told with dignity intact and consent respected - a standard the internal team could keep applying
• Sharper alignment between what donors read in the mail, saw at an event and heard from staff about where their gift went
• A creative language and case-for-support system Canadian program leadership continued to build on well past my direct involvement