We hijacked the ‘Mean Tweets’ social trend and put a disturbing twist on it. The film features homeless people reading real mean tweets about the homeless. In the end we ask people to change the way they see the homeless and drive them to a site where they can see the homeless respond to the tweets and answer people’s questions.

The campaign included TV, pre-roll, print, OOH and online banners all driving to one destination… HumansForHumans.ca.

The site not only exposed cruel Tweets but, more importantly, featured all the video responses from the homeless to those Tweets and video responses to commonly asked questions, setting the record straight on all the stereotypes and misconceptions that people have assigned to this group. In the end, the plea was simple: help change the conversation #HumansforHumans.

Overall, the campaign has been hugely successful in putting a face to the issue:

• 1.8 Million Video Views

• 26,000 Hours of Raise the Roof content has been watched to date

• 415% Increase In Donations Over 2014

• 88% Audience Retention: On average, people watched 88% of the total video. Speaks to the quality of the content produced. Clearly, our provocative messaging captivated our audience.

• Preroll Completed View Rate of 89% (vs. industry avg of 30%)