Raising the Roof works to prevent homelessness in Canada. Every year, they sell winter hats known as “toques” to raise money for programs. The biggest barrier stopping people from buying a toque is that they never see the result of their donation. So, we needed to make a connection between the toque someone buys today and the tragedy it will prevent tomorrow. That’s why we created the Street Shops. This year, we sold toques where the homeless are forced to call home. We transformed a park bench, a doorway and an old car into pop-up shops and showed people that they were buying into a long-term solution by telling them: “Buy a toque here today. Prevent someone from living here tomorrow.”

In the middle of winter, we set up five pop-up shops in various affluent, busy pedestrian areas of Toronto. We built shelving in a car, on a bench and in a store doorway painted entirely in white, and sold toques with debit/credit card purchase using Square or through cash donations.

The stark white “storefronts” dressed with toques for sale in these obscure locations piqued curiosity and drew the attention of passersby. They were then encouraged to purchase a toque and help prevent someone from having to live in that very location tomorrow.

PR and media pickup immediately drew attention to the pop-up shops. National news coverage encouraged people to seek out the locations or purchase their toque online. Raising the Roof’s social channels further promoted the campaign and encouraged online sales.

The pop-up shops hit home and the 20th anniversary campaign saw record-breaking sales and donations. Toque Tuesday sales rose 21% over PY and online sales rose 65% over PY – making the 20th toque campaign the most successful toque campaign to date. The campaign was featured in national and international media generating approximately 8,353,000 earned media impressions.