Raising the Roof breaks new campaign
Toronto-based Raising the Roof has begun a national multi-media campaign intended to raise awareness of the 65,000 homeless youth in Canada. The campaign, called "Homeless youth have nothing, but potential," was developed by Leo Burnett Toronto. The bilingual campaign includes television, radio, print, out-of-home, online and cinema advertising, as well as social media activities. "When we talk about potential, we are talking about changing the course of someone's life, not just spare change in a cup," said Judy John, CEO of Leo Burnett Toronto. "By helping to get young people off the sidewalks, out of the alleys and away from bad influences, we are getting them on a path to education, employment and hope."