Covenant House Street kids aren't good at PR: some of them look intimidating while others can be plainly obnoxious. To remind the public how vulnerable these kids are, and to drive donations to Covenant House, Taxi focused on that vulnerability by juxtaposing the reality of life on the street with the images of youth we are more used to seeing. In the end, the message was so powerful that the campaign was picked up heavily in transit, newspaper and TV. The campaign also helped Covenant House increase its fundraising efforts to $13 million in 2002.
20th Anniversary
Garbage
| 
