To promote a program that helps single mothers in poverty, an ad campaign featured tabloid pages to draw our attention to those who need it.
Homeward Bound is a program by the organization WoodGreen, which helps homeless or struggling single mothers earn a college diploma, start a career, and become self-sufficient. Launched in 2004, it provides women with childcare, affordable housing, and other support.
DDB Canada recently helped focus attention on the program by creating a campaign pro bono. It asks the question “What if we cared about those living in poverty as much as we care about celebrities?”
They produced fake tabloid magazine covers that feature struggling women instead of celebrities, aiming to draw people’s attention to those who need it more and help them move out of poverty. Click through to see the covers below and check out the campaign video below: