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.”
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.