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COVENANT HOUSE

Many of us are riveted by the trials of the characters we see on reality TV; we consider it entertainment. However, when the same kinds of scenarios are played out on the streets, we are often blind to it. Taxi dramatized this contrast with its Street Kid Survival campaign. Three TV spots mimic the familiar pattern of reality shows, only these survivors face gritty and harrowing challenges, including facing a drug dealer who's ready to collect, finding food, and making a comfortable place to sleep in an alley strewn with cardboard boxes. Three transit shelter ads vividly demonstrated how donations can help kids who are on the street.

Television

Drugs	Food
Sleep

Out Of Home

Card	Cash
Cheque