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Frank Hoedl, photographer
Anthony Chelvanathan, art director
Steve Persico, writer
Lisa Greenberg/Judy John, creative directors
Judy John, chief creative officer
Leila Courey, art buyer
Gladys Bachand/Kim Burchiel, producers
Leo Burnett Toronto, ad agency
Raising the Roof, client
We were challenged to get people to stop and think about homeless youth. If we could make them aware of this issue, chances are they would begin to see it as something they could help change. The goal: Get them to see the potential in homeless youth and donate. With this campaign Raising the Roof went well beyond their goal of engaging 65,000 people to donate or act. Headline: You see an abandoned chair on the street and you think "It has the potential to be something beautiful." You see a homeless youth on the street and you think "Don't make eye contact."
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