Directions Youth Services breaks homelessness awareness campaign
By Adnews Staff
Vancouver-based Directions Youth Services began a campaign this week intended to raise awareness of youth homelessness in that city. The campaign, called "In Our Shoes," focuses on stories from at-risk young people about the problems they face and the assistance they have received from the organization. Each participant was given a new pair of shoes. The initiative includes a website at <http://www.inourshoes.ca>, as well as street posters and transit advertising. The campaign launched with a march of homeless youths through downtown Vancouver. The campaign was developed by Rethink Communications. Wild On Media participated in the launch event. "The campaign really rested on the ability of the youth to be able to tell their stories in an honest way," said Tom Shepansky, founding partner at Rethink. "I think it's easy for people to draw quick conclusions about these youth before really ever hearing from them. They are smart and articulate, with dreams and ambitions. I think this will open a lot of people's eyes."