[Click here to view the video in this article]
Toronto-based organization WoodGreen Community Service’s new ad campaign highlighting the plight of homeless single moms takes a leaf out of our celebrity-obsessed culture.
Styled like tabloid magazine covers, the ads feature struggling single moms and the problems they face such as eviction, unemployment, and being unable to afford food and healthcare, and are accompanied by the tagline “What if we cared about those living in poverty as much as we care about celebrities?”
The ads were shot for the organization’s Homeward Bound program that focuses on getting single moms back on their feet by helping them get college degrees and jobs.
The campaign’s creative director Denise Rossetto said in an interview with CTV News, “Unfortunately, we know more about Kim Kardashian than we do about women who live a kilometre away from us. We think it’s fun–we read about celebrities, we enjoy it, we’re not saying that that’s bad. We’re just saying that we should also be aware of what’s going on in the community, aside from having fun... Every story was read and true, we didn’t want to make up something.”
Giant posters of the ads were plastered all over Toronto, and the campaign has attracted vast media attention in the city and beyond. Powerful and emotional, the ads implore us to spare a thought for the less unfortunate and underprivileged.
A gossip show style TV spot featuring real women who have been helped by WoodGreen was also launched along with the ads.
Check out the video and the ads below, and find out more about the Homeward Bound program here.
[via BuzzFeed, images and video via WoodGreen Community Service]
Toronto-based organization WoodGreen Community Service’s new ad campaign highlighting the plight of homeless single moms takes a leaf out of our celebrity-obsessed culture.
Styled like tabloid magazine covers, the ads feature struggling single moms and the problems they face such as eviction, unemployment, and being unable to afford food and healthcare, and are accompanied by the tagline “What if we cared about those living in poverty as much as we care about celebrities?”
The ads were shot for the organization’s Homeward Bound program that focuses on getting single moms back on their feet by helping them get college degrees and jobs.
The campaign’s creative director Denise Rossetto said in an interview with CTV News, “Unfortunately, we know more about Kim Kardashian than we do about women who live a kilometre away from us. We think it’s fun–we read about celebrities, we enjoy it, we’re not saying that that’s bad. We’re just saying that we should also be aware of what’s going on in the community, aside from having fun... Every story was read and true, we didn’t want to make up something.”
Giant posters of the ads were plastered all over Toronto, and the campaign has attracted vast media attention in the city and beyond. Powerful and emotional, the ads implore us to spare a thought for the less unfortunate and underprivileged.
A gossip show style TV spot featuring real women who have been helped by WoodGreen was also launched along with the ads.
Check out the video and the ads below, and find out more about the Homeward Bound program here.
[via BuzzFeed, images and video via WoodGreen Community Service]