Giving Gene

Public Service/Charity Design - Series


Easter Seals wanted to raise awareness of their work by starting a larger discussion around the science of giving. To do this, they created a fundraising campaign that answers the question, “is giving in your DNA?” The sale of DNA collection kits allow Canadians to discover if they possess the “Giving Gene” linked to acts of altruism. Proceeds from the sale of each kit go directly to the charity.

Voice: 416-926-7300

J. Walter Thompson Canada Chief Creative Officer: David Federico, Josh Budd Creative Director: Ari Elkouby Designer: Pawel Rokicki Copywriter: Shane Rodak Art Director: Alec Carluen Planner: Matt Ball Production Manager: Shenny Jaffer Broadcast Producer: Julian Weiman Print Producer: Kim Fijan