Coming Soon

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Title

Coming Soon

Advertiser:

Raising the Roof

Year:

2016

Source:

Media Innovation Awards

Product Category:

Charities

OOH Format:

Outdoor

Country:

Canada

Objective:

Raising the Roof needed to convince people that short-term services like shelters won’t solve homelessness. Instead they must focus on long-term solutions that end homelessness for good.

Target Group:

Residents of Toronto.

Strategy and Media Used:

The organization leased a property in an affluent area of Toronto and covered it with a plywood façade. A billboard indicated that a homeless shelter was opening soon and included contact info for the shelter. Community members were outraged – nobody wanted a shelter in their “backyard” – and their phone calls were recreated for a video. Within hours, the ‘Opening Soon’ sign was replaced with another one: “You told us you don’t want a shelter here. Neither do we.”

See the video here: https://youtu.be/WmY1K5QwE8A

Results:

The campaign received widespread media attention and donations to Raising the Roof increased by an incredible 506% compared to the same time the previous year.