Our Work - Homelessness Has 1000 stories - ZGM Collaborative Marketing

collaborative marketing

what we've done.

Project:

Homelessness Has 1000 stories

Client:

The Calgary Drop-In & Rehab Centre

Year:

2013

HOMELESSNESS HAS 1,000 STORIES, SO WE ENSURED THE DROP-IN CENTRE'S FUNDRAISING CAMPAIGN DID TOO.

THE CHALLENGE

Create an awareness and fundraising campaign that focused on the complex and varying causes of homelessness.

THE SOLUTION

We built our campaign around the simple insight that Homelessness has 1,000 stories. Every person on the street has a unique story. When people understand the true causes behind homelessness, they see the value and struggle of the people they pass on the street every day, and in turn, the value in everything the DI does to help them.

To have a truly integrated campaign experience and increase the impact of our message, we tailored every execution to the unique strengths of the mediums we used. Our billboards utilized a fill-in the blanks style to get our audience to imagine stories of homelessness; our campaign website created a unique story every time it was visited; our radio used a variety of narrators to create 1,000 different stories in 30 seconds; and our direct mail piece incorporated a sliding mechanism to show a variety of stories when it was opened. All of these tactics were complimented by a corporate donation program that encouraged offices around Calgary to donate their coffee money to make a big difference at the DI. Every element of the campaign was designed to drive traffic to the DI’s online donation page as well as increase awareness of the DI and the greater issue of homelessness in Calgary.


Radio - Homelessness has 1,000 stories


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