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WoodGreen Community Services breaks awareness campaign

Toronto-based social services agency WoodGreen Community Services has begun a new advertising campaign that encourages consumers to care about people living in poverty as much as they care about the lives of celebrities. The initiative supports the organization's Homeward Bound program, which helps single mothers earn college diplomas. The campaign was developed pro bono by DDB Canada of Toronto and includes television, print, out-of-home and online advertising, as well as social media activities. In addition, the organization's website is hosting a series of testimonial videos from program participants. The campaign will run for six weeks on donated media in the Greater Toronto Area. Media planning was handled by OMD.

"Our creative is a parody of popular celebrity media culture, but instead of celebrity-focused stories, it features hard-hitting headlines about struggling single mothers and the real hardships they face each day," said Denise Rossetto, executive creative director at DDB Canada. "Learning about celebrities is fun, but we want people to recognize that there are many others who are in greater need of our attention and support."

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