In efforts to expose the realities behind homelessness and raise awareness of the 200,000 homeless in Canada, Leo Burnett Toronto, in partnership with Raising The Roof, built The Street House.
The Street House coincided with The Doors Open Toronto festival in May 2012. This festival brought thousands of visitors to take a tour inside structures one would not be able to see. Raise the Roof's structure was slightly different. The Street House mimicked a home, tucked inside an alleyway, made completely out of cardboard. Those who stepped into the doors of The Street House were confronted with tough questions the homeless face everyday. Compelling facts and powerful images filled the many rooms, depicting the realities of homelessness and unveiling the truth.
One by one, the way the city saw homelessness changed. Over 2,000 people visited in two days, millions were reached through media and word of mouth and over 100,000 people acted to help spread awareness for the homeless.
Stats for Cardboard-Constructed Shelter Homes
Trending: Older & Warm
Research: 2,728 clicks in 190 w
Interest: > 3 minutes
Concept: Leo Burnett, Raise The Roof, The Street House
Related: 44 examples / 34 photos
Segment: Females, 4-55
Comparison Set: 16 similar articles, including: iconic pet character ads, inky music icon ads, and glossy mag mane ads.
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