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FIRST UNITED MISSION

Vancouver's First United Mission was up against other charities and donor fatigue so DDB needed to make people see the homeless through new eyes and contribute not only money but, for the first time, daily essentials.

The agency used transit ads and guerrilla posters. One, for example, included an image of toothpaste with a price tag of $2,779. The tagline: "Try to see things through the eyes of the homeless."

As a result, donations are rising. One person even walked in with a $10,000 cheque simply because he had seen one of the transit ads.

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Apples	Menu
Toothpaste	Underpants