Raising The Roof Design & Branding CHAIR/PLANT/POTATO by Leo Burnett Toronto

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Industry Charities, Foundations, Volunteers
Media Design & Branding
Market Canada
Agency Leo Burnett Toronto
Creative Director Lisa Greenberg
Art Director Anthony Chelvanathan
Copywriter Steve Persico
Producer Gladys Bachand, Kim Burchiel
Photographer Frank Hoedl
Released March 2011

Credits & Description

Category: Posters
Product/Service: RAISING THE ROOF
Chief Creative Officer/Creative Director: Judy John (Leo Burnett/Toronto)
Creative Director: Lisa Greenberg (Leo Burnett/Toronto)
Copywriter: Steve Persico (Leo Burnett/Toronto)
Art Director: Anthony Chelvanathan (Leo Burnett/Toronto)
Photographer: Frank Hoedl
Producer: Gladys Bachand/Kim Burchiel (Leo Burnett/Toronto)
Art Buyer: Leila Courey (Leo Burnett/Toronto)
Account Director: Natasha Dagenais (Leo Burnett/Toronto)
Planner: Brent Nelsen/Ian Westworth (Leo Burnett/Toronto)
Media placement: Poster - Indoor Poster - March 15, 2011

Describe the brief from the client
To get people to stop and consider the way they think about homeless youth. If we could make them conscious about this, chances are they would then begin to see the issue and homeless youth as something they could then play a part in changing. The end goal, get them to see the potential in homeless youth and donate or act.

Describe the challenges and key objectives
Raising the Roof is Canada’s only national charity devoted to long term solutions for homeless youth. To be successful, we had to overcome two challenges.
First, overcome donor fatigue caused by 85,000 registered charities in Canada asking people for help.
Second, overcome the fact that people would rather ignore than help. Our job was to change that.

Describe how you arrived at the final design
We created a series of print ads that pulled people in with images they would normally pay attention to but then delivered a message they tend to ignore. The copy and art direction made them think about the homeless differently.

Give some indication of how successful the outcome was in the market
We wanted people to acknowledge, learn more about and act in a positive way towards homeless youth. And they did. The campaign generated 637,600 audited free impressions and achieved a 71% positive engagement score, +11% above norm (source: MSLCanada). We not only generated positive impressions. We generated positive action. We challenged Canadians to perform 65,000 positive acts in recognition of the 65,000 kids who are homeless – acts like sharing our Facebook page with a friend, or buying a RTR toque. Canadians over-performed: in total we generated 100,255 positive acts, exceeding the goal by 65%.