Raising The Roof Design & Branding NOTHING BUT POTENTIAL 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
Copywriter Steve Persico
Producer Gladys Bachand, Kim Burchiel
Released January 2012

Credits & Description

Category: Public Spaces
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/Photographer: Anthony Chelvanathan (Leo Burnett/Toronto)
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: n/a - n/a - n/a

Describe the brief from the client
To get people to stop and think about 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 of homeless youth as something they could 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. How on earth do you break through to people in the age of donor fatigue? From the appeals in your mailbox, the phone calls at dinner, the infomercials Sunday morning and your neighbour’s kid walking for a cure - the solicitations for help seem endless. With more than 85,000 registered charities in Canada, there are too many options for people to help out. Another challenge lay in the cause itself - homeless youth are a stigmatised group that people would rather ignore than help. Our job was to change that.

Describe how you arrived at the final design
We created an OOH campaign that featured images that caught people off guard. The copy then delivered the message in a tone most people weren’t used to seeing. We used insights that would make people stop and think.

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%.