Salvation Army placed home address signs in public places used as “beds” by the homeless – like benches – to remind people of their plight.
The Salvation Army of Canada and Toronto advertising agency Cossette collaborated on an outdoor campaign to remind people that homelessness is still a pervasive issue. The campaign consisted of house number plaques placed in public places where people frequent, such as bus stops, phone booths and park benches, which are also places that the homeless use to sleep.
Each plaque reads “No one should have to call the streets home” and gives people the opportunity to text donations to the Salvation Army. The campaign reminds people that homelessness is all around, making an immediate emotional impact and allowing people to help alleviate the problem (and their conscience) by being given an option to contribute money instantly.
Explaining the campaign, Cossette co-chief creative officer Matt Litzinger said:
The problem with homelessness is that it’s often easy to ignore. We wanted to jolt the public by putting messages in places – and in a manner – that would surprise them. We continue to turn that communications experience on its head by telling our audience that these same locations are also places that street people call home.
Watch the campaign video below: