# Poverty-Reduction Campaigns United Way's Unignorable Tower Campaign Highlights Poverty in the GTA By Grace Mahas | Published 2019-11-06 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/unignorable-tower References: [torontostoreys](https://torontostoreys.com/2019/10/ignorable-tower/) & [unitedwaygt.org](https://www.unitedwaygt.org/tower) The [United Way](https://www.trendhunter.com/trends/period-promise) recently launched the 'Unignorable Tower' campaign in an effort to highlight the 116,317 people in the GTA struggling to keep a roof over their heads. The campaign features a digitally crafted tower beside the CN Tower to tangibly showcase the issue. “This tower isn’t real. The problem it represents is,” reads the website. “The #UNIGNORABLE Tower was imagined to represent the scale of the problem, and bring attention to this big and complicated issue.” To [raise funds to reduce poverty](https://www.trendhunter.com/trends/communityfocused-campaign), [United Ways](https://www.trendhunter.com/trends/united-way) invited companies, schools, and individuals to participate in a CN Tower climb. Participants were required to raise at least $100 CAD to be eligible to attempt to climb the 1,776 steps to the top of Toronto's historic landmark. Image Credit: @Mikerizzi/Instagram, Norm Li ## Trend Insights (Trend Hunter) - Score: 4.7/10 - Popularity: 55% | Activity: 78% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What's Driving This Trend - **Digitally-crafted Awareness Campaigns:** Creating immersive and interactive digital campaigns can tangibly showcase complex social issues and generate attention for worthy causes. - **Crowd-funding for Social Causes:** Inviting participation from businesses and individuals to raise funds and awareness for social and economic issues can create a culture of social responsibility and engagement. - **Collaborative Non-profit and Corporate Initiatives:** Collaborating with businesses to create impactful social campaigns can create a mutually beneficial relationship that addresses key social and economic issues. ### Who This Affects Most - **Non-profit Organizations:** Non-profit organizations can benefit from creating digital campaigns to bring attention to the causes they support and generate funds for their initiatives. - **Corporate Social Responsibility:** Businesses can leverage their resources and expertise by collaborating with non-profits and creating impactful social campaigns that address key issues and promote social responsibility. - **Community Engagement:** Engaging the community and encouraging involvement in social and economic issues can create a culture of social responsibility and promote positive change. ## Related on Trend Hunter - [Awareness-Raising Shoe Store Concepts](https://www.trendhunter.com/trends/soles4souls-canada.md) - [Sleep Poverty Awareness Campaigns](https://www.trendhunter.com/trends/sleepless-lamp.md) - [Awareness-Raising Poverty Campaigns](https://www.trendhunter.com/trends/unaccept-inequality.md) - [Health Network Brand Campaigns](https://www.trendhunter.com/trends/uhnited.md) - [Winter Clothing Drives](https://www.trendhunter.com/trends/united-way.md) - [Robust Childhood Cancer Campaigns](https://www.trendhunter.com/trends/childhood-cancer-canada.md) - [Period Poverty Initiatives](https://www.trendhunter.com/trends/period-promise.md) - [Need-Based Public Fundraising Initiatives](https://www.trendhunter.com/trends/public-support.md) - [Domestic Awareness Campaigns](https://www.trendhunter.com/trends/this-is-not-a-home.md)