Engage and Change conducts Dog Days campaign
Charitable organization Engage and Change has released a public service announcement called "Dog Days" in support of its Project Winter Survival initiative. The 60-second video was developed by Cundari of Toronto. It focuses on the organization's efforts to provide homeless people in the Greater Toronto Area with winter survival kits including a sleeping bag, gloves, a hat, a scarf and socks. Volunteers will distribute the kits to participating organizations such as the Salvation Army, Red Cross and Covenant House.
The video was shot with hidden cameras on a Toronto street. It shows pedestrians stopping to help a dog left alone on the sidewalk. This is contrasted with pedestrians ignoring an actor playing the role of a homeless person in the same location. It ends with the copy, "If you don’t help the homeless, who will?" The video will run on television in the GTA and online.
"The reality is that there are a lot of people in our community who can't afford the basic necessities of survival," said Andrew Simon, chief creative officer at Cundari. "Winter is unrelenting so hopefully our creative message will inspire people to donate a little money to assist those who need our help so desperately."