Recent work: Launch of 29to42 Campaign Dec.14.09

Did you know that 18% of Canadians are responsible for 80% of donations? Or, that 9% of Canadians do 80% of the volunteer work that is so critical to our communities? We were shocked to hear those statistics, too, which is why we jumped at the chance to work with Cardus to try change these numbers.

The fine folks at Cardus contend that a charitable tax credit of 29% is not working, but that changing it to 42% is a bold move which would greatly benefit Canadian charities. The logo had to communicate some complex ideas in a very concise way. To accomplish this, we chose to display the “29” in red to symbolize a fiscal deficit, and the “42” in black to show a surplus. Placing an arrow over the 29 allowed us to communicate both the cancelling of the old number, as well as the movement to the new.

The tagline “WE CAN CHANGE” provides a positive rallying cry that Canadians can feel a sense of pride and ownership about. It also strikes at the heart of the issue, namely, that while tax formulas will help stimulate a culture of generosity it is we who ultimately have to change.

The 29to42 website is where the rubber meets the road. Users are asked to make a difference by committing to change one of three things – the system, the numbers or their actions. Navigating is straightforward and makes it easy for both people and organizations to get involved. Large type and the use of arrows direct users to either sign the 29to42 manifesto, donate 42 dollars to the charity of their choice, or pledge 42 volunteer hours in their community. Videos, relevant news articles and blog entries are posted and archived to allow users to stay up to date on the campaign’s progress.

We would encourage you to learn more about the 29to42 campaign and to get involved.