Fred Victor readies Ugliest Sweater promotion
Toronto-based charity the Fred Victor Centre has begun a holiday season campaign intended to raise awareness of the issue of homelessness. The campaign was developed pro bono by Dentsumcgarrybowen. It will begin Dec. 17. According to the organization, the campaign aims to highlight public indifference and lack of support for the homeless population of Toronto. During the effort, an artwork called “The Ugliest Sweater” will be displayed at various locations around the city. It will be acccompanied by social media content.
As part of the campaign, consumers are encouraged to visit Fred Victor's “Share the Warmth” online store, where they can purchase items such as socks, mittens and sweaters for those in need. The store is located at <https://www.fredvictor.org/sharethewarmth>.
“We partnered with a local artist, Julie Crawford, to create ‘The Ugliest Sweater,’ one stitched with the harrowing truth about homelessness right here in Toronto,” said Nathan Styles, associate creative director at Dentsumcgarrybowen.