Magellan Community Foundation launches first-ever brand campaign

Encouraging the Luso-Canadian community to help bring the Magellan Centre to life

Magellan building render.

This week Magellan Community Foundation (MCF) launched its “Give Back – It’s Our Turn” brand-centric campaign to increase awareness of the Magellan Centre. This unique, multi-use building will be the first long-term care home for Portuguese-speaking seniors in Ontario, and offer affordable housing residences and a community hub complex.

The campaign is led by a 30-second video beginning with authentic historical footage donated by the Canadian Museum of Immigration at Pier 21, in Halifax, Nova Scotia, featuring the arrival of the first Portuguese immigrants aboard the Saturnia on May 13, 1953. The hero spot then features multi-generational Portuguese immigrants, images of the long-awaited Magellan Centre, and ends with a strong call to action: “Our seniors are counting on you.” The generously donated broadcast spot was produced by Luciano Paparella Jr. of MDC Media Group and is available in English and Portuguese. The campaign runs from December 8, 2021, to January 5, 2022.


“Family and community are cornerstones of Portuguese culture,” says Angie Camara Jr., MCF Board Member and Chair of the Marketing & Communications Committee. “As families safely gather during the holiday season, we hope to encourage the children, grandchildren, friends, and employers of Portuguese immigrants to learn more about the Magellan Centre and to consider the future long-term care needs of their beloved parents, grandparents, and other loved ones.”

To accompany the “Give Back – It’s Our Turn” spot, MCF is deploying a Portuguese and English print catalog, social media content, and scheduling a media tour to promote the campaign to update the public on our progress to date. Only established in 2018, MCF has relied heavily upon the generosity of the community to keep overhead costs at a minimum. To date, 15 Portuguese language media outlets have joined forces to donate a mix of airtime, print, and digital advertising to reach relevant audiences.

“We hope our new marketing effort will build greater awareness about this critically important community project and encourage more people to participate in the capital campaign. Please follow us on Facebook, Instagram, LinkedIn and Twitter.” says Charles Sousa, Chair of Magellan Community Charities – the parent organization of MCF “We are grateful to many caring community members who keep stepping-up, including the most recent donation of $100,000 from Antonio Belas, President of Ferma Import & Export Inc. We appreciate all the volunteers and generous donors for their tremendous support.”

Magellan Community Foundation Chair, Ulysses Pratas, and Magellan Community Charities Treasurer, Irene Faria were on hand on October 19, 2021, for the sign unveiling of “The New Home for Magellan Community Charities” on the site at 640 Lansdowne Ave in Toronto.

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