Humans for humans

This case study explains how Raising the Roof (RTR), a non-profit looking for solutions to Canada's homeless problem, launched the Humans For Humans campaign to dispel misconceptions about homelessness and raise awareness.

Humans for humans

Leo BurnettRaising the Roof

Situational analysis

Overall assessment

Over 200,000 Canadians experience homelessness, but in a world with endless issues, concerns, and causes, the homeless often go ignored. Most people perceive those living with homelessness as people who've made poor life decisions, who are lazy, or abuse drugs or alcohol. However, in reality, these are regular people who've fallen on tough times, suffered abuse, are mentally disabled, or have grown up without support or guidance.

We were tasked with creating a campaign that portrayed the everyday struggles that people living with homelessness are faced with, and...

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