BUS SHELTER by Leo Burnett Toronto for Raising The Roof

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Industry Public awareness
Media Print, Magazine & Newspaper
Market Canada
Agency Leo Burnett Toronto
Creative Director Lisa Greenberg
Copywriter Steve Persico
Producer Gladys Bachand, Kim Burchiel
Released April 2011

Awards

Andy Awards 2012
Out of home Public Service/Non Profit Organisations Silver

Credits & Description

Category: Design Photography
Advertiser: RAISING THE ROOF
Product/Service: RAISING THE ROOF
Agency: LEO BURNETT TORONTO
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 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. How 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. 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%.

The Print Ad titled BUS SHELTER was done by Leo Burnett Toronto advertising agency for product: Raising The Roof (brand: Raising The Roof) in Canada. It was released in Apr 2011.