Raising the Roof
Media Innovation Awards
Raising the Roof needed to convince people that short-term services like shelters won’t solve homelessness. Instead they must focus on long-term solutions that end homelessness for good.
Residents of Toronto.
Strategy and Media Used:
The organization leased a property in an affluent area of Toronto and covered it with a plywood façade. A billboard indicated that a homeless shelter was opening soon and included contact info for the shelter. Community members were outraged – nobody wanted a shelter in their “backyard” – and their phone calls were recreated for a video. Within hours, the ‘Opening Soon’ sign was replaced with another one: “You told us you don’t want a shelter here. Neither do we.”
See the video here: https://youtu.be/WmY1K5QwE8A
The campaign received widespread media attention and donations to Raising the Roof increased by an incredible 506% compared to the same time the previous year.