Send+Receive Welcomes Refugees in PSA Campaign for Afghan Woman’s Organization

By Erik Oster 

Toronto agency Send+Receive launched a PSA campaign for Afghan Woman’s Organization (AWO), showcasing how the Mississauga-based non-profit can help immigrants and refugees settle in Canada.

The campaign features a series of 15-second spots detailing a service the AWO provides for refugees and immigrants in the country. Directed by Someplace Nice’s Sean McBride each spot was shot in a single take, utilizing staging inspired by theatre. In “Job Skills,” for example, a woman sitting and stitching by hand is interrupted when another woman shows up and places a desk and sewing machine in front of her, leading into the “We’re here to help with job skills” tagline. Other spots (all featured below) apply a similar approach to “Literacy” and a “Wellness Café.”

“In a simple way, we wanted to show how transformative AWO’s work really is,” Send+Receive partner, creative director JP Gravina said in a statement. “The spots show how these volunteers actually change people’s lives.”

“To keep it authentic, we decided to use the volunteers themselves as part of our cast,” added fellow partner, creative director Simon Craig. “Everyone was excited to be involved.”

The spots made their broadcast debut earlier in the month and will continue running through December 31.

Client: Afghan Women’s Organization
Agency: send+receive
CD/AD: JP Gravina
CD/CW: Simon Craig
Planner: Andrew Carty
Agency Producer: Sam Benson
Production Company: Someplace Nice
Executive Producer: Chilo Fletcher
Director: Sean McBride
DOP: Andy Ferreira
Line Producer: Jennifer Walker
Editorial Company: Saints Editorial
Editor: Cam Lasovich
Saints Producer: Sara Windrim
Post Production Company: Alter Ego
Colorist: Tricia Hagoriles
Flame Artist: Steve McGregor
Alter Ego Producer: Caitlin Schooley
Casting Company: Jigsaw Casting
Casting Director: Shasta Lutz