To get people to stop and consider the way they think about homeless youth. If we could make them conscious about this, chances are they would then begin to see the issue and homeless youth as something they could then play a part in changing. The end goal, get them to see the potential in homeless youth and donate or act.

We created a series of print ads that pulled people in with images they would normally pay attention to but then delivered a message they tend to ignore. The copy and art direction made them think about the homeless differently.

We wanted people to acknowledge, learn more about and act in a positive way towards homeless youth. And they did. The campaign generated 637,600 audited free impressions and achieved a 71% positive engagement score, +11% above norm (source: MSLCanada). We not only generated positive impressions. We generated positive action. We challenged Canadians to perform 65,000 positive acts in recognition of the 65,000 kids who are homeless – acts like sharing our Facebook page with a friend, or buying a RTR toque. Canadians over-performed: in total we generated 100,255 positive acts, exceeding the goal by 65%.