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Public Service/Social Welfare

Silver Winner

Entrant: Leo Burnett, Toronto
Raising the Roof - "Coming Soon"

Corporate Name of Client: Raising the Roof

Agency Account Supervisor: Kayla Osmond

Agency Account Director: Natasha Dagenais

Agency: Leo Burnett, Toronto

Chief Creative Officer: Judy John

Group Creative Directors: Anthony Chelvanthan/Steve Persico

Creative Director: Lisa Greenberg

Copywriter: Steve Persico

Art Director: Anthony Chelvanathan

Executive Agency Producer: Franca Piacente

Production Company: Skin & Bones, Toronto

Director: Angie Bird

Producers: Tony Phibbs/Jeff Schwartz

Line Producer: Christian Wood

Directors of Photography: Anthony Deluca/Michael Chiang


Description of the Project:
Background:
Raising the Roof (RTR) supports long-term solutions for the homeless: Not temporary shelters but affordable housing. However, policy makers fail to see the value in this approach and the public takes an ‘out of sight, out of  mind’ view to the homeless.

The Act:
In 2015, one month before a federal election, RTR wanted to make the issue part of the debate. A neighbourhood space was covered with a sign suggesting a shelter would be moving in. Within hours, the desired reaction flooded the community and press: “We don’t want the homeless in our neighbourhood, stick them somewhere else.”
This was followed by RTR’s POV: “We don’t want shelters either. We want long-term solutions.” RTR asked the public to put just as much energy into getting the government to act as they did in trying to push the homeless out.