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Covenant House breaks rezoning campaign in Toronto

Toronto-based Covenant House, a shelter for homeless youth, has begun a new street campaign in that city. The campaign, created by Taxi of Toronto, consists of three notice boards made to resemble rezoning signs. One execution reads, “an application to amend the zoning by-law has been made by a neglected 16-year old to permit the rezoning of this corner for the allowance of prostitution.” The other boards propose rezoning to allow a cardboard dwelling and a squeegee operation. “The black and white ads are simple in appearance but disruptive in the words and visions they conjure,” said Zak Mroueh, executive creative director of Taxi Canada. “They use an everyday medium to challenge the ‘out of sight, out of mind’ mentality.” The campaign broke yesterday on donated space in high-traffic downtown locations. Taxi has also developed a seasonal campaign for Covenant House that includes transit, radio and magazine advertising, along with Web-based material. The three executions encourage viewers to “give street kids a home for the holidays” by supporting the shelter.

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