Raising The Roof

Raising the Roof is Canada’s only national charity devoted to long-term solutions for homeless youth. It had to overcome the challenges of donor fatigue, and the fact that homeless youth are a stigmatized group that people would rather ignore than help.

People believed that homeless youth were all drug addicted, or on the street by choice. The insight was to reduce the social distance between Canadians and these young people to trigger sympathy and altruistic behavior.

In February 2011, “Possibility,” a TV, radio, OOH and ambient campaign, was launched. To make the cause visible, it challenged existing prejudicial stereotypes through messages that focused on youth potential, not negativity. TV and radio drove people to the website where volunteer and donation opportunities were highlighted. OOH and ambient elements were placed in specific locations where people might encounter homeless youth to challenge existing stereotypes.

The campaign generated 637,600 impressions and achieved a 71% positive engagement score, +11% above norm (source: MSL Canada). Raising the Roof also triggered action by challenging Canadians to perform 65,000 positive acts in recognition of the 65,000 kids who are homeless – acts like sharing the Facebook page with a friend, or buying a RTR toque. In total it generated 100,255 positive acts, exceeding the goal by 65%. And the campaign came away with a Silver Cannes Lion.