Advertiser: Innocence Canada
Section I — Case Parameters
Business Results Period (Consecutive Months): October 2016 – December 2016
Start of Advertising/Communication Effort: October 2016
Base Period as a Benchmark: October – November 2015
Geographic Area: Ontario
Budget for this effort: $0 – $50,000
Section IA — Case Overview
Why should this case win in the category (ies) you have entered?
This case demonstrates a complete turnaround for Innocence Canada, a non-profit organization founded to help exonerate the wrongly convicted. It went from an organization on the brink, facing drastic operational cutbacks, a freeze on new applications and a backlog of 86 cases to a fully funded thriving organization able to continue to offer an important service to the wrongly convicted.