This Fake Shelter Raised Concerns for an Affluent Toronto Neighborhood

By: Christopher Magsambol - Oct 13, 2015
References: & marketingmag
'Raising the Roof' pulled off a brilliant homeless shelter stunt that had an affluent Toronto neigborhood outraged. Situated between a fruit market and coffee shop was a closed down mattress store -- its storefront featured a sign that informed residents of a homeless shelter that was going to be opened at the location. The result of the stunt brought angry residents together in protest of the proposed shelter.

The stunt was captured on video along with audio responses of residents unhappy about the news of an upcoming homeless shelter in their beloved neighborhood. Concerns were raised about the area's real estate value and lost business opportunities while some residents even suggested that the shelter should be moved elsewhere.

The commercial then asks viewers what would happen if they were this passionate about homelessness. The eye-opening homeless shelter stunt then asks viewers to help support the Raising the Roof charity -- a foundation that aims to find long-term housing solutions for homeless individuals.