Onstuimig

Struggling Single Moms Take Over Celebrity News

Posted by Marc van Gurp | 16-01-2014 17:00 | Category: Fundraising, Homelessness, Poverty, Women's Issues



As a society we’re completely obsessed with celebrity culture, meanwhile, some single mothers struggle every day just to provide the basics for their children.
To raise awareness and support for WoodGreen Community Services’ “Homeward Bound” program, DDB Canada Toronto has launched a provocative campaign that prompts people to care about those living in poverty as much as they care about celebrities.

The program helps homeless or inadequately-housed single mothers earn a tuition-paid college diploma, start a career and achieve economic self-sufficiency.

Denise Rossetto, executive creative director at DDB Canada: “Our creative is a parody of popular celebrity media culture, but instead of celebrity-focused stories, it features hard-hitting headlines about struggling single mothers and the real hardships they face each day.  Learning about celebrities is fun, but we want people to recognize that there are many others who are in greater need of our attention and support.”

image


The campaign includes television, print, out of home, social and online advertising.
At the end of the YouTube video (see above) and on the website visitors can watch short testimonial videos from some of the women featured in the campaign, who are participants from WoodGreen’s Homeward Bound program.

This campaign was launched yesterday and will run for six weeks on donated media throughout the Greater Toronto Area.

image

image


Advertiser:
WoodGreen Community Services
Agency:
DDB Canada
Keywords:
-






My comment



Comment:




Your comment will not be visible until a moderator approves it.








Some rights reserved 2005-2013 Osocio/Houtlust.
Disclaimer. Terms of use. Privacy statement.

Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 License.







Support us

Do you like our blog? Support us with a donation.
We're non-commercial. We all make Osocio pro bono in our spare time and we can use some support.





image of a graduation cap

Recent in Academy


Is this eating disorder ad too sexy?

It’s a serious question. This woman has the typical idealized body of a model, and despite the scary body painting, the portrayal is undeniably drawing attention to her curves and bare skin. When I think about eating disorders, I try to imagine looking in the mirror and seeing a funhouse…
Read more

Book review: Hidden Persuasion

33 psychological influence techniques in advertising Designing for behavior change is our thing here on Osocio.  We discuss the wide area of social campaigns from all over the world. ‘Is it a good or bad campaign’ is our first question. And we often judge a campaign based on professional principles…
Read more


About Osocio

Osocio is dedicated to social advertising and non-profit campaigns. It’s the place where marketing and activism collide. Formerly known as the Houtlust Blog, Osocio is the central online hub for advertisers, ad agencies, grassroots, activists, social entrepreneurs, and good Samaritans from around the globe.
Read more

(the about page is also available in Bahasa Indonesia, Chinese 汉语/漢語, Deutsch, Español, Français, Italiano, Nihongo 日本語, Ivrit עברית, Filipino, Polski, Português, Russian Русский язык, Slovenčina, Suomi, Svenska and Türkçe)